The second post of this framework explores envisioning the future we desire to live in. It is about identifying the gap that exists in the lives of our audience and painting a picture of how things could be as it pertains to our work and medicine.. By painting a vivid picture of what this future looks like, we create a compelling vision that has the potential to resonate with our audience. We show them how our product / service can transform their lives and bring about the change they seek.