The VWM Vision is laid out objectively. Buyers need clear objectives to be able to make good decisions, and this is where the idea of lead educate reveal comes in. I didn’t want our vision to be abstract; I wanted it to resonate with business owners and people who have experience entering into agreements with other people. The Seller & Buyer Icon was originally included in the bottom right-hand corner, but was later removed as it seemed to obstruct the rhythmic sequence and cadence (the rising and falling rhythm of speech) of the document’s presentation.

