Brief, compelling, and easy to grasp, your Business Vision can be a valuable tool for communicating what makes your business tick to advisors, investors, employees, suppliers, and even customers.

But, finding your true vision is neither quick nor painless. It involves asking yourself some difficult questions and sorting through meaningless adjectives in search of the true values at the heart of your company. What are your deepest concerns? What do you hold as your core beliefs? Does your company exist for a purpose beyond just making money? 

The answers to these and other questions will help you find your Business Vision. Use the following format as a guideline: 

"We are committed to providing our key benefit(s)
  in a way that promotes our value(s)
  so that we can accomplish our goal(s)
  as measured by our metric(s)."

As an example, a florist's Business Vision might be:

"Beyond Flowers is committed to providing
unique flower arrangements in a way that demonstrates
a deep respect for our customers' personal styles,
so that we can grow our sales and build our reputation,
as measured by an increase in the number of repeat
customers and referrals."