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Vision

Vision is the strategic foundation of your business—clarifying who you are, why you exist, and where you're going, so your entire company can grow in the same direction. The best companies begin shaping their vision as soon as they achieve product-market fit, using it to align growth with purpose from the very start.

In fast-moving companies, it’s easy to get caught in the weeds. Teams hustle. Opportunities arise. Priorities shift. Without a clearly defined and consistently communicated Vision, even the most talented team will eventually veer off course.

In The 90 Way, Vision is not a poster on the wall—it’s a living framework that guides decision-making, attracts the right talent, and aligns every seat in the company to a shared purpose. It anchors short-term execution in long-term ambition.

Growth-minded companies revisit and refine their Vision regularly. Why? Because when your people know who you are, where you’re going, and what success looks like, they can move faster, solve smarter, and build with conviction.

Overview

Without a clear and compelling Vision, companies experience:

  • Constant context-switching and shifting priorities
  • Team misalignment, especially as new people join
  • Ineffective goal setting, disconnected from strategy
  • Culture confusion and low engagement
  • Reactive decision-making that lacks long-term perspective
  • Difficulty attracting and retaining ideal stakeholders

A strong Vision addresses these by:

  • Giving everyone a common language for strategy and growth
  • Helping filter opportunities and say “no” to distractions
  • Creating a sense of meaning and motivation across the org
  • Ensuring quarterly and annual goals directly support the long-term plan
  • Building trust with customers, investors, and employees

Companies that grow with intention don’t just have a Vision—they live it, lead from it, and operationalize it across the business.

Core Elements of Vision (The 90 Way)

  • Core Values – What you believe and how you behave
  • Purpose – The reason you exist beyond making money
  • Compelling Why – Why now? Why you? Why this business matters
  • Ideal Stakeholders – Who you serve and want on the journey
  • Forever Agreements – The non-negotiables of your business relationships
  • Unique Value Proposition (UVP) – What makes you distinct
  • 10-Year Target – Big-picture goal to aim toward
  • 3-Year Target / 1-Year Plan – Milestones to guide execution
  • Compelling & Audacious Goals (CAGs) – High-impact objectives that stretch and inspire
  • SWOT Analysis + Early Strategic Decisions – Real-world grounding for direction setting

What Stage of Development is your business currently in? 

Take the 5-Minute Assessment

Learn More about the Stages:

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Key Resources & Tools

The 90 Way’s approach to Quarterly Discussions makes them simple, structured, and powerful—no bureaucracy, no awkwardness, just great conversations.

Next Steps

Education Journey: