Effective managers or owners usually have a vision of what they want their organization to stand for and achieve. When they share their vision with their employees, everyone knows what he or she holds a stake in. A vision is broader than a goal. It explains the underlying values and goals which are selected and pursued. The understanding that the greatest long term profits come not by seeking money directly, but by serving a strong customer need in an effective, efficient manner. The end result is more money and a larger customer base.