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Vision should be the starting point. An entrepreneur starts out with a sense of higher purpose, to change the world in some way. Google started with the vision, ‘to organise the world’s information and make it universally accessible and useful’. However, those with no real vision may dress up the company’s aims to make them seem inspirational. Vision implies more of a leap into the future – mission is about the future based on today, while vision is a step forward.
Example: Tesla’s vision statement is ‘to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.’
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