incredibly simple. In fact, the larger the firm grows, the simpler the vision must become. Apple, Digital, IBM, Lotus, Microsoft, and most recently, Sun Microsystems all used single product lines around which to rally resources and focus effort.

In short, the company that has a well-thought-out vision and a truly effective business plan understands the purpose of its existence and knows where it is going, how it intends to get there, and how it will demonstrate that it has accomplished what it set out to do.