In times of difficulties, we naturally focus on the current reality and try to solve the most urgent matters. Yet this never allows to create great changes. Great achievers - from the dreamers who thought a plane could fly to Martin Luther King - chose to focus on their vision of the future…

Leaving the reality aside to define a detailed, vivid and shared vision
of the goal to achieve is the most powerful way to create aspiration
and re-unite a team.

Re-focussing on the current reality, with a brighter vision of the future
in mind, then triggers a powerful creative tension, and provides
the opportunity to craft the few, focussed high-leverage initiatives
that can gradually bridge the reality and the dream.

• In June 1999, three days after the Belgian government had banned
  all their products from the shelves, whilst the press was roaring
  and thousands of consumers claimed to be sick after drinking Coke,
  the managers of Coca-Cola defined a bold vision :
  « a year after the incident, Belgians would love and drink Coke
  even more than before ».
  
  
• After initial hesitations, consumer understanding programs
  and carefully built marketing plans were put in place
  to re-gain the trust of consumers.
  
  
• In 2001, Coca-Cola Belgium has spear-headed the creation
  a new, fully consumer focussed culture at the Coca-Cola Company,
  and booked record ever sales volume.