Introduction

Do you want to build a legacy of your own as a designer with a personal brand? You know the answer already by becoming distinctive. I wish the case were as easy as it sounds. In fact, distinction, legacy, admiration, and greatness are sought by every designer and acquired by very few. It is because it belongs to those who connect the meaning of their existence to the goals they pursue. Art is no different. When John Coltrane was playing his saxophone, he understood what could really hold back his career by pointing out the big risk of staying the same. Coltrane was driven by a force that kept him moving forward, driven by the lust to create masterpieces. But what is this mysterious force? When asked, Coltrane said he was searching for something deeper—the meaning behind his work —and that it shaped his vision of becoming better. As a designer with a personal brand, you need that same feeling to guide your career. You need vision. But what does vision actually mean? Vision is not about seeing the future clearly, but about refusing to accept the present as final. That’s why visionary designers build personal brands with the power to disrupt the market. And the beautiful part is that they do it naturally. Now you may ask yourself: what is the secret recipe for such a vision, the first pillar of the 3V Distinction Model? You need three ingredients: ambition, a blueprint, and transformation. Let’s speak about ambition first.

Fueled by Ambition

Ambition has always been the catalyst for success throughout history. Nevertheless, Ambition is often misunderstood. Some of the most ambitious historical figures have always thought that the secret lies in “dreaming bigger,” but ambition without restraint is just noise. They also crashed the hardest. Figures like Alexander the Great and Napoleon Bonaparte proved that illogical ambition poisons your vision. If history has taught us anything, it is that the most distinctive individuals are not the most ambitious ones, but the most selective. They choose what not to pursue, and in doing so, they protect their vision from dilution. Imagine if Bonaparte had realised that before the invasion of Russia in 1812. As a designer with a personal brand, you have a better chance than Bonaparte. Once you know the reason that drives you forward, like Coltrane, you can advance your personal brand by fueling it with ambition. That’s why it’s crucial to know the why behind your vision. Because without knowing it, the flame of ambition will fade in the wind of uncertainty. According to research by the Stanford Centre, only one in five young people has a clear idea of where they want to go and why. This tells a lot about today’s market and why innovation isn’t as strong as it used to be. Maybe young people today aren’t fueled by ambition as David Lynch, who refused to reveal to Mikhail Gorbachev who killed Laura Palmer. It all happened after the huge success of Twin Peaks, directed by David Lynch, back in the 90s. Mikhail Gorbachev was a massive fan, and he asked U.S. President George H.W Bush to find out who the murderer was who killed Palmer. Lynch refused to reveal the secret out of respect for his vision and work. Lynch’s ambition was much bigger than pleasing the president of the Soviet Union. He had a vision for his work that he respected: never spill the beans about your work to anyone. It was Lynche’s strategy, and it takes us to the second ingredient: having a blueprint for success.

Blueprint for Success

We saw that David Lynch’s credibility was protected by a strategy, a blueprint, which helped him become one of the most distinctive directors of his generation. As a designer with a personal brand, a blueprint is your plan for becoming distinctive like him. It’s the map or set of principles that guide you. Today. There’s a style in directing called the Lynchian because Lynch invented a directing niche that set him apart from the rest. Big visions aren’t created in isolation from understanding your abilities and how you can employ them to achieve your goals. And understanding that is the tipping point that will transform you from being an average designer to a distinctive one. This brings you to the third ingredient of distinctive vision: transformation.

Transformation is the Totem for Vision

Transformation is a long process, as long as the name of the tactic the cephalopod uses: “Cephalopod’s neural camouflage.” It happens when the octopus literally wears the surrounding environment in 3D for survival. Designers with personal brands undergo a similar transformation in their careers, either by standing out or by becoming officially mediocre. In both ways, this tipping point can be really painful, since transformation is a cyclical process. Researchers suggest that transformation is a cycle: you start with who you are (being), then generate ideas and experiment (doing), and eventually your identity grows, and you become someone new (becoming). That’s why such a process can take months, years, or even a lifetime. Nevertheless, with a clear vision, the journey can be shorter because you know what you want and which path to take.

Again, you might still think that gaining vision takes years of wisdom, or that not everyone can have this skill. But that’s not true. Vision is like a muscle—you can train it with the right exercises. The more you think strategically, contemplate the why, understand your drives, and try new things, the more naturally vision will come to you. But if you ever doubt your vision, remember what author Austin Kleon said: “You start out as a phoney and become real.”

Conclusion

No one is born with a blueprint in their hands about how things work, not even fueled by ambition. Transformation is clearly unobservable and requires considerable resilience and stubbornness. But imagine that once you manage to understand how to mix all these ingredients, you will master the recipe for vision and apply it to your personal brand. That’s it. Always remember, vision is never built in a safe room but emerges from the lust to build a better future and self-discovery. No one can teach you how to be a visionary, but you can teach the world about it.
In the next article, let’s talk about the compass that will help you navigate your steps towards distinction.