The document discusses the key differences between a company's vision and mission. It provides Microsoft's mission and vision statements as examples. The document also shares the vision and mission of a hypothetical produce company called Farm Fresh Produce. It then discusses various components of developing a strong vision, including core ideology, core values, core purpose, envisioned future or BHAG (Big Hairy Audacious Goal), and providing a vivid description.

1. Building your Company’s Vision By Ali Sadhik Shaik

11. BHAG Target Common –enemy Role-model Internal Transformation