Many believe that the vision should have a grand scale, be meaningful and be measurable. 
Your vision should represent the broadest perspective but I encourage you to be specific with the message.
What are you building? – The One Page Business Plan ® uses this simple question to define your vision. I have yet to see a more effective question to get you started. They go on and ask you to describe what your product/services will look like in 1, 3 or 5 years. When I add the terminology of Marketing Plan Pro and Duct Tape Marketing you include target market and the ideal client description into the mix. If you you can simply feel in these blanks taken from The One PAge Business Plan, I think you can go a long way in describing your vision:
Within the next ___years grow (company name) ___________ into a $ ______(est. annual sales)
(local, regional, int’l)______________ ( type of company) ________________________
providing (describe products/services)_____________________________________
to (describe target customer and ideal client)_________________________ with annual sales of $_______.
I would encourage you to start building your marketing plan with this statement in mind and come back to it often. Add, but do not subtract from it till you have a complete marketing plan intact. Since this is the roof of the Lean Marketing House it will provide the perspective that all other material will be based on. As you add your ideal clients and target markets, you may segment part of this message but for now you must have an overall theme tying your entire vision together.
This will be a great way for you to stay on course during the process.
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