Hello Daniel! As usual I am called to higher levels of attention by your discussion. At the moment it is making me think about organizational identity (brand), Unique Value Propositions, and making markets/solutions instead of chasing them. I think the issue of “vision” is nothing less than a statement of existential demand that has the primary burden of explaining — at all times — why it would be “necessary” to create the organization if it did NOT already exist.

In the Next Normal of continuous change, including potential disruption and ubiquitous environmental transformation (restructuring), purposes serve vision, and organizations should be nimble enough to serve the purpose (one or more) that aligns with the organization’s inherent (cultivated) ability to execute.

Vision orientates; purpose motivates; and capability substantiates.