If you don't know where you're going, any road will do.

It can't be any clearer than that. You don't need a long and confusing "Mission" or "Vision" statement that no one really understands! You do need a clear goal for your company that everyone understands and can tell others about. You need to get there by design, not default. Otherwise, your employees will take their own road.

Taking time to understand the bigger picture and how it fits with your goals as owner is a process that shouldn't be taken lightly. It also changes with time. So much so that you may wake up one day and start thinking about succession planning or the ultimate sale of your business. See Mergers & Acquisitions.

CA can facilitate the process to get you and your employees on the same goal page. Once you're there, other strategic and tactical decisions that need to be made fall right into line and are easier to make.

Bottom line: Everyone will find themselves traveling together down the same road.