In the absence of communication there is only ever speculation, rumor and a plantation for negativity.

Always fill a vacuum.

Your vision is your view on the core purpose and idealogy of your company or endevour, the passion that drives it and the pleasure you aim to convey to the people you are doing this for. The vision is not a blah blah document, but instead a short and concise statement that will drive decision making and people to fulfil the company and brand’s role in the world.

For example, Southwest Airlines is a low cost airline whereas Jet Blue stands for safety, caring, integrity, fun and passion. Any employee inside these two companies uses this as a bearing to guide their decisions to match the bigger direction.

From the vision you can derive what core values you and your people (and, by extension, your brand) should follow, the core purpose and the visionary goals you’re going to aim for to achieve the vision.

But why have a vision? Everyone wants to know where to go. This points them in the same direction, toward the target you’re aiming for.