A challenger brand without a vision is just noise.
It’s not enough to be against something—you need to be for something bigger. A vision that’s bold, ambitious, and gives people a reason to believe. Think of Patagonia’s commitment to saving the planet, or Airbnb’s mission to create a world where anyone can belong anywhere.
The best challenger brands don’t just sell products; they sell change. They stand for something meaningful, something their customers can get behind.
So ask yourself: Is your vision just a polished statement on your website, or is it something that drives every decision you make? Does it inspire action, or does it just sound good in meetings?
Because a real challenger vision? It makes people want to follow you into battle.