Many business gurus would agree that it is important to have a vision of where you want your business to go. Along with coherent but flexible business planning, this vision can be an inspiration. It can give a firm a sense of mission and develop its collective team spirit. This positive aspect of a business vision may be maximised if different colleagues contribute to the production of the vision.

Although some experts may suggest that realism should inform the vision of a new firm, others would contend that ambition should not be too restricted at an early stage. Coming up with a successful business vision could be conceived of as an attempt to marry realism with ambition. Ultimately, the degree to which a particular business vision may be judged successful can only be assessed in retrospect by evaluating the performance of a firm. As the business vision is only one ingredient in the mix, disentangling its influence from other factors may be a very complex affair.

While a business vision may largely consist of aspiration with regard to a particular sector of economic activity, it cannot be successful if it mainly remains in the world of abstraction. Its success is at least in part dependent on whether it can mesh with practical imperatives. An example of a practical matter that needs to be addressed is the type of office which will be used. A virtual office may be superseded by a serviced office for instance, if a serviced office is better equipped to meet the challenges posed by expansion.