Distilling an idea into a vision takes a little time and conversation. What’s the story behind the idea? Who is the target market? What are the point(s) of difference that will capture the customers’ imagination? Will it be the cuisine, specific products that are new to market, the service experience, or something else? What’s the aspiration: a local hero, a single flagship with wide market appeal, multiple outlets to become a market leader, repositioning of a precinct, or introduction of something entirely new?