About Bill Johannesen

Decades of Hands-On Experience

Decades of hands-on experience forms a unique 360-degree integrated understanding of the complex go-to-market business challenges impacting soulful, specialty consumer brands.Wholesale Reimagined transformation navigation delivers proven legal leverage, brand integrity, retailer respect, channel stability, pricing integrity, organizational alignment and proper technology utilization. Believe in your brand? Your products? Your leadership? Level up with Vision Werks!


MY PASSION is in helping new and established wholesale brands transform their go-to-market distribution, Internet, and retailer relationship strategies to be category leaders in the rapidly evolving customer experience economy.

handshake on city background, double exposure


MY BELIEF is premium product manufacturers can ensure stabilized margins and predictable revenue growth if they take accountability for product distribution, execute partnership standards with discipline, and do what they say they are going to do!


MY COMPETENCE in creating the 8 Essentials for Transformation is from decades of hands-on in the trenches work with Bose, Sharp and in dozens of client engagements; reimagining business decisions, processes and systems around executing an intentional brand experience.

Helical staircase in Santo Domingo de Bonaval. Santiago de Compostela, Spain


MY FOUNDATION of standards, systems and processes for executing customer experience focused, collaborative retail partnerships was first developed during a decade of sales leadership in the Customer First culture at Bose Corporation.


MY EXPERIENCE is in navigating dozens of clients through a proven go-to-market transition methodology that mitigates the cost, risk, and uncertainty of trial and error tactics.


I’ve worked through the ranks of manufacturers, retailers and distributors, I know their operations intimately from the inside. I’ve been immersed being a passionate, pragmatic change agent supporting diverse clients for over a decade. I’m not a start-up or an ‘App’ or a software subscription or under pressure for ROI from investors. I’m working person to person with clients to solve their real problems.


The transactional revenue addiction of more orders from more distribution with no control of what happens to the product between the warehouse and the consumer is the root of all evil, it’s what’s creating all the pricing problems and fueling the suffocation of soulful brands. The Internet economy provides the opportunity to generate MORE revenue from LESS retail partners who do business with your brand in a meaningful way.


Most TALK about implementing a MAP/UP policy, I personally launched the Bose Unilateral Minimum Retail Price (UMRP) policy to their national accounts and led the execution for 10 years as the Director of Sales, North American Sales Organization. Widely regarded as the platinum standard of price maintenance policies, it enables Bose to stabilize offline and online pricing to this day. “Retail Price Maintenance execution falls apart at Sales & Marketing if they cannot lead and execute. Bill J brings something no one else can; he understands the program better than anyone!” Mark Sullivan, General Counsel – Retired, Bose Corporation.