4.1 Why Vision Matters in Marketing

You can’t market to everyone. At least, not successfully.

One of the biggest mistakes companies make—especially startups and small businesses—is thinking they can be everything to everyone. So, what happens if they try? They spread themselves too thin, waste marketing dollars, and end up attracting no one. Vision clarifies how the company will deliver value and outperform competitors. That’s why great marketers start with a clear vision.

A marketing vision answers two essential questions:

  1. Where will we play? (Who will we serve?)

  2. How will we win? (How will we stand out and earn their loyalty?)

This simple but powerful framework comes from business strategists Roger Martin and A.G. Lafley, who used it to transform Procter & Gamble into one of the most successful consumer goods companies in the world. Their approach—outlined in their influential book Playing to Win1—has become a go-to strategy model for both large corporations and entrepreneurial startups.

Why Does this Matter for Marketers?

Every marketing decision relies on this framework.

  • Your targeting defines where you’ll play.

  • Your positioning shapes how you’ll win.

  • Your marketing mix brings that strategy to life in the marketplace.

Without a clear vision, even great marketing tactics can feel scattered or inconsistent. With a clear vision, every product decision, ad campaign, and pricing strategy moves in the same direction.

Strategy in Action: Allbirds

The Vision: Where to Play and How to Win

When Allbirds launched in 2016, the sneaker market was already crowded. Global giants like Nike, Adidas, Puma, and New Balance seemed to have every possible segment covered—from elite athletes to streetwear enthusiasts.

But Allbirds’ founders, Tim Brown (a former professional soccer player from New Zealand) and Joey Zwillinger (a renewable materials expert), saw an opening.

Where does Allbirds play?

  • Urban, style-conscious Millennials and Gen Z shoppers

  • Consumers who value sustainability and ethical production

  • Buyers willing to pay slightly more for products aligned with their environmental and social values

They didn’t try to compete for hardcore runners or sneaker collectors. Instead, they focused on everyday casual wear—a simple, comfortable, and sustainable shoe for walking, commuting, and working.

How does Allbirds win?

  • Natural materials: Unlike typical sneakers made from plastic and leather, Allbirds shoes use merino wool, eucalyptus tree fiber, and sugarcane foam soles.

  • Sustainability as a core value: Allbirds publicly shares its carbon footprint for every product and is committed to becoming a fully carbon-neutral company.

  • Simple design: There are no flashy logos or over-the-top styling. The appeal is in the quality, comfort, and understated look.

  • Direct-to-consumer model: Initially, the shoes were sold only through its own website, giving Allbirds better control over branding, pricing, and customer experience.

Allbirds proved there was room for one more, if the story was strong enough.

  • Massive early growth: In its first year, Allbirds sold over one million pairs.

  • “Most Comfortable Shoe” buzz: Celebrities and tech leaders (like Leonardo DiCaprio and Google execs) wore Allbirds, driving organic promotion.

  • Expansion: Added casual sneakers, activewear, and collaborations with big brands like Adidas to develop low-carbon athletic shoes.

  • Valuation: Added casual sneakers, activewear, and collaborations with big brands like Adidas to develop low-carbon athletic shoes.

The Lesson for Marketers

Allbirds didn’t try to be all things to all people. It chose a clear market segment (eco-conscious casual buyers) and built a brand that reflected their lifestyle, values, and purchasing priorities.

Even when expanding into new product categories, Allbirds stayed true to its “Where to play/How to win” vision—sustainability, simplicity, and comfort.

References

Mainwaring, S. (2021, February 8). Purpose At Work: How Allbirds Is Redefining Progress. Forbes. https://www.forbes.com/sites/simonmainwaring/2021/02/08/purpose-at-work-how-allbirds-is-redefining-progress/

Schwartz, E. I. (n.d.). Sustainability OKRs: How Allbirds Lived Its Mission. What Matters. https://www.whatmatters.com/articles/okrs-mission-statement-allbirds-sustainability

Hybrid Rituals. (2021, April 19). Allbirds Sustainability Initiative: The Company Shares Its Secrets with Big Brands. Hybrid Rituals. https://hybrid-rituals.com/allbirds-carbon-footprint-calculator/

What’s Ahead

This chapter will show you how to build a marketing vision step by step:

  • Targeting: Choosing where to play.

  • Positioning: Crafting how you’ll win.

  • Bringing it all together: Creating a clear, actionable marketing strategy.

By the end of this chapter, you’ll know how to:

  • Identify the best customer segments to target.

  • Craft a unique and memorable market position.

  • Avoid common positioning mistakes.

  • Use positioning as a practical tool, not just a slogan.

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