When developing your brand strategy, it is easy to get lost in all the branding terminology. The mission and vision are notoriously confusing and people often get them mixed up. Sometimes the terms are misinterpreted, used the wrong way around, or end up generating bland statements. The Climb Tool makes the difference between a vision and a mission crystal clear and helps you get yours right. Illustrated with examples from existing, inspiring brands. We use it constantly in our workshops and it works wonders.