In a medium-sized company, based on the values of the employees, we have elaborated upon the core values of the company, its overarching purpose, an ambitious mission and a vision for the future. Using various collaboration methods we have addressed the crucial questions:
• Values: What is most important to us? What do we stand for?
• Purpose: What do we want to achieve?
• Mission: Where do we want to be in five to ten years?
• and Vision: How can we vividly depict the world we are striving for?
By combining and iteratively revising answers to these questions with selected employees, the vision can be formulated as a desired image of the future with a “vivid description” (Collins & Porras 1996).