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First, the vision includes a mission statement, which should define the product/service the business produces, the market for which it is produced and any specific and unique aspects of the business that will give it a competitive advantage (such as technology, customer orientation and so forth). This should become your quick answer to the question, "Tell me about your business...

This should become your quick answer to the question, "Tell me about your business." Second, the vision goes beyond the more objective description in the statement of mission to include the core values and principles that the entrepreneur intends to use to guide the business. It is through the pursuit of the new venture within the entrepreneur's moral framework that he begins to address the purpose of his work...

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