Company context
What the business does, for whom, and why it exists.
VISION starts by understanding the business it's advising.
Before recommending anything, VISION builds a structured model of the company — and records what is still unknown instead of filling the gap with a guess.
What VISION captures
Stage
Where the business sits between idea and optimisation.
Customers
Who buys, who benefits and who decides.
Market
The space the business competes in and how it behaves.
Products and services
What is actually delivered.
Business model
How value is created, delivered and captured.
Positioning
The claim the business makes against alternatives.
Pricing
What is charged, on what basis, and what has been tested.
Channels
How customers are reached today.
Capabilities
What the business is genuinely good at.
Team and resources
Who is available and with what capacity.
Constraints
What limits progress right now.
Priorities
What leadership has chosen to concentrate on.
Unknowns
What the business has not yet established.
Not everything a business believes is a fact.
Every DNA item carries a classification, and VISION is designed not to quietly promote one into another.
Fact
Verified or well-supported information.
Assumption
Currently believed, but not proven.
Hypothesis
Something that should be tested.
AI inference
A conclusion VISION derived from available information.
Unknown
Something the business does not yet know.
Confirmation and versioning
Founder confirmation
VISION proposes items from your conversation and your sources. They enter Business DNA only when a person confirms them.
Evolution over time
DNA items are versioned. When the business changes, the previous understanding is superseded rather than erased, so you can see how the picture developed.
Good strategy starts with knowing what you actually know.