Vision and Strategy
The vision describes what you want your company to be. Often it expresses the dream of the founder or leader of the company.
The strategy is the plan you will use to achieve your vision. Strategic plans are worthless unless there is first a vision.
The development or reaffirmation of vision, mission and value statements is the starting point when it comes to strategic planning. This development can be done for the company as a whole or for individual business units.