I recently saw a video on Ted.com by Simon Senik that discussed How great leaders inspire others. The video changed my perception about how one should lead a small company with a vision.
It is an easy trap to focus first on what we do; then how we do that; and finally why we do it. The video suggests that the goal of a company should not be to do business with everybody who needs what you have! Truly inspired companies sell to people who believe what they believe; and then tell them how to work in that belief system, and lastly what they do.
My mission for the end of the year is to build a new vision for our organization based on the theory that People don't buy what you do; they buy why you do it!