- "It's the place people come for refuge - a 3rd place not home not work" Starbucks
- "It is more than just a resort; it's a means of rediscovering oneself, of inventing an entirely new me" Club Med
- "The experience enlivens the senses, instills well being and fulfills even the unexpressed wishes and needs of our client" Ritz Carlton
Now look at your vision...does it stoke the same level of emotion, is it too general like surpassing customer expectations, being the best etc? Does it read like words put together at a "facilitated brainstorming session" or does it paint a powerful picture that people can see and engage with?