However, you would be surprised how many new businesses believe they have an idea or company vision, but find it hard to clearly define. Most founder/founders may have trouble explaining it to others, or each founder may describe it differently when asked. This is confusing. It will send mixed messages to employees, and this will reflect badly. You need to know the basics. Think of it as "the WHY we do ‘WHAT we are and the WHO we are". This vision & values have to be set in stone, and known and understood by all of the team from top to bottom, this basic groundwork will set the building blocks for your message to customers and keep you on the right track when things predictably get tough.