What about profit?
Every business needs a purpose, mission and vision. But, without profit, you can't hope to achieve any of it. Many businesses that rose quickly and crashed hard used big ideas as a substitute for smart business and masked their lack of profitability with growth.
In his book, "Profit First," Mike Michalowicz, says profit is not a future event. It's a guiding principle that's important to achieve now, because very few businesses can grow into profitability. Instead, it's profitability that fuels growth.
Michalowicz recommends that business owners focus solely on what makes a profit and delivers on their vision. It's the hedgehog principle again.