DREAMING BIG: Strategy With Purpose and Audacity
At Mantra, we believe that strategy is more than just planning, it’s about imagining bold futures, sparking radical change, and backing big dreams with purpose. But what does it truly mean to dream big in the context of strategy?
What Do We Mean by “Dreaming Big”?
While many organisations claim to have a strategy, far fewer are bold enough to build one around a genuine, future-focused dream. For us, dreaming big is about envisioning a radically better future and designing a strategy that dares to chase it, not just shifting the dial incrementally, but rethinking what’s possible.
A DREAM-big strategy is:
Ambitious, built on strengths but rooted in possibility rather than the limitations of where you are now.
Purpose-aligned, anchoring future goals in the organisation’s core mission.
Impact-driven, focused on outcomes that go beyond financial return.
Envisioning, not just reacting.
Radical, and focused on the best outcome
That’s why our approach is called the DREAM Framework — because strategy should start with vision, not constraints.
Why Does Dreaming Big Matter?
Too often, strategy gets hemmed in by what’s already true: resources, structures, or assumptions about what can be changed. But the most transformative shifts come when we allow ourselves and our teams — to dream beyond the current state.
Dreaming big creates:
Alignment and inspiration across staff, customers, donors, and stakeholders.
Permission to reimagine delivery, not just mission.
Openness to innovation, whether that’s new services or entirely new models.
We blend this dreaming with a strengths-based approach to ensure strategy isn’t wishful thinking, it’s ambitious but achievable, grounded in who you are and where you're headed.
Who’s Doing It Well?
Some of the best strategies we’ve seen come from bold and purpose-driven organisations across sectors:
Patagonia: Dreamed not just of sustainable fashion, but of a planet-first business model. In 2022, founder Yvon Chouinard gave the company away to fund climate action. That’s not just CSR, that’s visionary stewardship.
Apple: The iPhone launch wasn’t just a product; it was a seismic shift in how we live, work, and connect. A masterclass in dreaming big and executing beautifully.
UNICEF’s “Believe in Zero”: This vision to eradicate preventable child deaths became a powerful north star for global action, keeping teams and supporters focused on what truly matters.
Barefoot College (India): Trains grandmothers in rural villages to become solar engineers. A powerful rebuke to traditional aid models — building local power, not dependency.
Charity: Water: Revolutionised donor trust with radical transparency and a 100% model that mirrored tech start-up thinking.
And we can’t forget Focus Ireland, which set out to double its fundraising in 2012, a move many internally called mad. But that big, bold goal transformed how they operated, innovated, and ultimately led on prevention.
Isn’t this just Vision?
Not quite. Vision is your why and where. Strategy is your how. Dreaming big gives strategy its power and clarity. It’s not fluff. It’s focus.
But language matters. Over-promising or overclaiming can feel like bluster, especially for start-ups or charities. That’s why we encourage using expansive but grounded language.
How do you get the Balance Right?
Ask the right questions:
What is our true end goal?
Are we limiting ourselves by our current structures?
Are there radically different ways to get there?
Are we serving impact or just repeating comfortable habits?
These kinds of prompts help break the inertia and open space for brave decisions.
What’s the Role of the Board?
Boards can be the biggest enablers or inhibitors of big dreams. In CLGs and charities, there can be a strong tilt towards risk aversion and compliance. But bold strategy doesn’t mean reckless strategy.
Boards should:
Create space for visioning.
Support the team to step back, pause, and reflect.
Ask what needs to stop as much as what needs to start.
Trust that ambition, when purpose-led, can attract the right resources.
Staying Inspired
Finally, staying bold isn’t a one-off exercise, it’s a mindset. Stay informed. Explore adjacent sectors. Look at what’s happening in community economies, open-source platforms, and environmental movements. Trends and breakthroughs don’t just come from your industry.
Final Thought
Dreaming big isn’t naive, it’s necessary. Especially in a world crying out for transformation. Whether you're a charity envisioning an end to systemic poverty or a business redefining your market's purpose, the courage to dream big is what makes strategy more than just a plan, it makes it a movement.
To find out more about using Mantra Strategy’s Dream process to develop your organisational strategy, visit www.mantrastrategy.ie or email hello@mantrastrategy.ie
