Start-ups as a whole, are in a state of constant flux during the first couple of years while they establish their footing. What may have been written and planned during the strategical phase has now been implemented to some extent, and feedback has brought about adjustments to customer and market needs and requirements. This is a perfectly natural progression for any start-up…however, the danger during all the permutations and adjustments is, that along the way there is a high probability that you may lose the initial direction.

To avoid this from happening, it is the responsibility of the founders of the business, to clearly articulate a vision for the business from the very start of the venture. The purpose of the vision is to help articulate the long term purpose of your business. It has to be simple, communicate effortlessly what your business is all about, and, where you want to go. It should not be linked to any monetary goals or aspirations, and most importantly, the vision has to be shared between all the members of your team.

Some examples are:

“We want to sell a variety of products on a daily basis to every living person on the earth” PepsiCo

“A computer on every desk and in every home.” Microsoft (This was the original one, it has since been changed to “Create experiences that combine the magic of software with the power of Internet services across a world of devices.”)

“To be a leading youth marketing agency connecting brands with the 15 – 25 demographic in Asia” Hatch Media (Portfolio Company)