Does your company have a clear and concise vision?
Does your company have a clearly defined vision, one that’s known by the senior management team, reflected in daily work outcomes, and understood and lived by every employee?
Clarity matters. Studies show that when leaders and teams truly understand why they’re working toward a specific vision, transformation happens faster. Clear purpose drives execution, decision-making, and empowerment at every level.
At Optimisation Capital, we spend significant time with our business and executive coaching clients developing and embedding this clarity. We’ve seen first-hand that once a company defines a clear vision, other parts of the business become easier to manage.
For example, when a senior executive suggests a new initiative, the first question becomes:
“Does this align with our company vision, or is it a distraction?”
When the vision is clear and communicated, new ideas can be quickly embraced or confidently set aside. Not every “good idea” is the right idea for your business. Without that clarity, leadership focus can scatter, energy is wasted, and time and money are lost chasing opportunities outside the company’s true purpose.
It may sound simple, but many organisations lose momentum because their vision isn’t clearly defined or consistently communicated from the executive team down. The result can cause frustration, overwhelm, and what we call “standstill capability”, a state where decisions are not made, and progress stalls.
With our executive teams we focus on 7 Key Questions to create Company Vision
In this first stage, we guide executive teams through seven key questions designed to create clarity, alignment, and accountability.
At the end of this process, a simple one page Company Vision template is delivered that is clear, concise, visible and actionable by your executive teams and employees.
Let’s explore these one by one.
1. What are the key challenges the company is currently facing?
We begin every offsite session by getting everything on the table. What are the real challenges executives and business are facing and the ones holding the company back?
These might include structural inefficiencies, cultural misalignments, or communication breakdowns between senior leaders. We’re not looking to solve everything immediately here; the goal is to surface what’s really happening beneath the surface.
Having an independent facilitator (that’s where we come in) allows executives to speak more freely. Often there are “white elephants”, being issues that everyone feels but no one openly discusses.
Common themes we uncover include:
Unclear reporting structures and accountability.
Misaligned expectations between executives.
Weak sales follow-up and customer relationship processes.
Poor CRM or IT implementation.
Too many meetings with little follow-through.
Lack of performance measurement and coaching.
Cultural inconsistencies across divisions or regions.
Once these are identified, they can be prioritised and addressed methodically through our 7-Step Program to find solutions. We note that clarity starts with honest conversations.
2. What are the company’s core values?
Next, we define or refine your core values, being the principles that shape how your organisation operates, hires, and partners.
Values are not “fluffy” or abstract. They are practical tools that guide behaviour and decision-making. When your company is clear on its 5–8 core values, you reduce friction, improve hiring decisions, and strengthen alignment with clients, suppliers, and stakeholders.
Examples of core values we often explore include:
Trust: The foundation for every internal and external relationship.
Action: We value people who take initiative and move things forward.
Team Focus: Decisions should strengthen the company, not just individuals.
Transparency: Open communication builds accountability and credibility.
Embedding values takes time, but the payoff is can be significant, with stronger culture, greater cohesion, and a unified sense of purpose across teams and partners.
3. What is the company’s core focus or mission?
This is where we clarify your core focus, sometimes referred to as your mission statement.
While it may sound like marketing jargon, it’s actually a powerful anchor. A strong mission statement tells everyone, from leadership to interns, exactly what the company stands for and where it’s heading.
The key is simplicity and precision.
Tesla’s mission, for example, is “to accelerate the world’s transition to sustainable energy.” It’s short, clear, and helps guide product and strategic decisions they make.
For your organisation, we help you strip away the noise and define:
Why you exist.
Who you serve.
The long-term change you’re driving.
This clarity empowers your leaders to make aligned decisions daily, and to communicate that alignment company-wide.
4. Who is your target market, and what is your marketing strategy?
Once vision and values are defined, we turn to who you serve.
Who is your ideal customer or client? What problems are you solving for them? What unique value does your business bring to the table?
We look at:
Target market: What sector or niche are you in? Local, national, or global?
Customer needs: What outcomes are they seeking, and how do you deliver them?
Unique selling proposition (USP): What sets you apart from competitors?
Proven processes: How do you consistently create results for your clients?
The clearer your team is on your target market and differentiators, the stronger your marketing and sales performance becomes. Strategy isn’t just about advertising, it’s about clarity of audience and message.
5. What are the company’s 10-5-year, 1-year, and 90-day goals?
Here we are combining three key questions that look at your longer-term, medium-term and shorter-term company goals.
Vision without execution is just wishful thinking.
That’s why we focus on linking long-term vision with short-term, achievable goals. We break this down into clear timeframes:
10-5 Year Goal: Your long-term horizon. What does success look like at its best version?
1-Year Goal: Tangible outcomes achievable within the next 12 months.
90-Day Targets: Focused, actionable priorities that create momentum.
For example:
· Long-term: Achieve 30% market share in your core region within 10 years.
· 1-year goal: Increase profitability by 10% and acquire 50 key knew clients.
· 90-day goal: Train and equip 5 new sales professionals using updated CRM to boost interaction and revenues with existing clients by +5%.
We also build in a review cycle, revisiting and refining these goals annually as markets and priorities shift and meet each quarter to review our 90-day cycle and plan for the next 90-days. Coupled with targeted executive coaching calls to ‘keep things’ on track or make adjustments. Flexibility and accountability go hand-in-hand.
Bringing it all together: Your One-Page Vision Plan
At the end of this first stage, Optimisation Capital helps you consolidate your work into a One-Page Vision Plan.
This document is a concise, actionable summary that your executive team and broader business can refer to regularly. It captures:
Your vision and mission.
Core values.
Target market.
Key challenges.
Goals and timeframes.
It’s one of the most rewarding (and sometimes confronting) exercises in the coaching process. But once it’s done, it gives every leader and team member a common direction, a shared understanding of what success looks like and how to get there.
Final Thoughts
Defining your company vision isn’t a one-off exercise, it’s the foundation of everything else.
When leaders are clear, teams align. When teams align, momentum builds. When momentum builds, growth follows.
At Optimisation Capital, we help leaders and organisations cut through the noise, find clarity, and build action plans that transform vision into measurable results.
So, ask yourself:
Does your company have a vision worth following, and is everyone truly aligned behind it?
If not, that’s where Step 1 of the Optimisation Capital 7-Step Business & Executive Coaching Program begins.
