The behavior-and-culture camp comprises two groups of proponents. The first group is the data-free-planning enthusiasts, who believe that a clear vision is the key to successfully discovering insights. Individuals who can convince themselves that they will achieve an objective and who can clearly imagine that achievement engage something called the creative subconscious. It starts to work overtime to eliminate cognitive dissonance, a form of mental discomfort created by a present situation that is different from the vision. The result is that the individual makes things happen in such a way that the vision becomes a reality and the dissonance is eliminated. Ideas such as Hamel and Prahalad’s strategic intent fall into this category, as do the theories of many purveyors of mission and vision thinking. Data-free-planning enthusiasts are trying to operate at the level of the organization as a whole and are attempting to create a cognitive dissonance that harnesses the organization’s creative juices.