Is your emphasis going to be on growth or on something else. Are you going to be the least expensive? Are you going to have the quickest delivery? Are you going to be the best, have the highest quality? Everyone who deals with you will want to know. These things are not necessarily mutually exclusive but when push comes to shove, people will want to know where you are going to put the emphasis.
In addition, a vision should be a stretch for your company; it should be exciting. Customers should say to themselves, "If he manages that, we'll certainly stick with him." Employees should feel a sense of achievement when they reach the goals set out in your vision and your competitors should be surprised that you accomplished what you set out to do. A good vision statement is at the same time general enough so that it can grow with the company and specific enough so that everyone can tell when goals have been achieved.
In this article, the writer includes a quote that, "management is doing things right; leadership is doing the right thing." The vision statement defines what is "right" for your company, based on its position in the market and an intimate knowledge of that market. When you have that kind of vision as guidance, you and everyone else know where you are going with your company and critical decisions will be easier to make and will be consistent in the long run.
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