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Discovering Your Company’s Vision: A CEO’s Guide

Every successful company, big or small, aligns its employees behind a guiding idea. This company “vision” acts as a beacon that illuminates the path forward with clarity and purpose.

Finding this idea isn’t just a culture-builder, it’s a powerful journey. Your vision once discovered will act as a magnetic force, bringing teams together, giving a clear direction, and ultimately crafting the roadmap to transformative success.

There are many qualities leaders must learn to cultivate if they want to inspire their employees, instilling deeper meaning in the work and drawing greater commitment from their team. Over the course of my career as a therapist and executive CEO coach, I’ve observed what characteristics make for inspirational leaders and assembled them into a framework for what I call “spiritually intelligent leadership.”

(Spiritual intelligence, which I’ve researched for over a decade, is the capacity to draw on resources and qualities hailed by all the world’s spiritual and wisdom traditions. It’s been proven that spiritually intelligent leaders have teams that are markedly more committed, work harder, have lower turnover, exhibit higher morale, and even produce better financial results.)

Of all the ways spiritual intelligence can uplift your business, articulating, following, and devoting yourself to a “vision” is perhaps the most impactful. And it all starts with setting a vision statement.


I once worked with a client we’ll call Sarah, a founder who had designed an ingenious technical product. I always thought of her as a passionate person, but, at the time of our session, she seemed agitated to the point of panic.

Unfortunately, Sarah’s sense of worry made sense: during the market crash of the pandemic, Sarah’s company had accepted onerous terms from new investors, and she was feeling intense pressure to deliver. She had been trying to motivate her team to map out a plan but felt like they were lacking both direction and “any urgency whatsoever.”

I invited her to reflect on what she actually wanted for her team, distinguishing between a sense of “urgency” and “passionate engagement.” After we spoke, Sarah realized that she wanted her team to be enthusiastic and driven, rather than simply “running around with no strategic focus.”

I suggested that it might be a good time for Sarah’s team to have a “visioning session” to identify their “Mount Everest,” a.k.a. the peak they’d be inspired to reach in the next three or five years. Only then could they chart the best path to get to the summit.

In our next session, Sarah was visibly calmer. She was eager to share her team’s mission statement: “To enable people to express and share their creative artistic talents, while connecting with like-minded others.” As she spoke, I could feel bright energy and resonance coming off of her in waves.

Sarah wanted some guidance for developing her vision statement further, so we began an exercise in which I invited her to close her eyes and imagine her company’s product and community of users one, three, and five years in the future. She smiled, “I can see it all very clearly—like it’s projected on a screen behind my eyes and between my ears.” Focusing her attention on that spot, she described “an immense light source shining, reflecting like the brilliance of the sun and shimmering points of light bouncing off the ocean on a clear sunny day.” The whole room seemed to grow brighter.

Sarah then led her team in the same process. Visualizing the future, Sarah and her team felt called towards it. Using the clarity of their mission and the image of the summit they longed to conquer, the team could then reach a greater consensus on the best path to get there. Her vision manifested as a reality in their minds’ eye, launching them forward and uniting their efforts.


The more detailed and compelling our vision of the future is, the more energy it activates in us. Brains are easily fooled. They don’t differentiate between what we see with our eyes in the present moment, what we remember from the past, and what we imagine about the future.

Each produces a similar physiological response, activating the same neural pathways, producing the same inner experience, whether it’s anxiety over a dreaded experience, a feeling of pleasure, or awe over a beautiful “peak experience”—a transcendent moment.

Envisioning a dream as if it is already come true reinforces our belief that anything we imagine is possible. And it literally lays the neural pathways for us to get there, making it become real. It is as if not only our own brain pathways have been laid down for us to traverse, but also the universe’s pathways have been laid down to clear our way. As Jesus said, Whatever you ask in prayer, believe that you have received it, and it will be yours” (Mark 11:24).


Find a quiet spot and sit in a comfortable position. Take a few deep breaths, exhaling slowly and fully before inhaling. Bring to mind a goal you have for yourself or your team that might seem to be a bit lofty but still doable.

Take a few more deep breaths and now, closing your eyes (after reading through the instructions), imagine this future outcome as if it is happening this very moment. Watch it play out like a movie, adding vivid details.

Now include yourself in the scene. How are you holding yourself? What attitude are you exuding? Holding this scene in your mind, sense and bring your awareness to your body. How alive do you feel? What emotions do you feel? Where do you feel closed or open, contracted or expanded?

Take a snapshot of your experience, an “inner-selfie,” and save it in a “long term memory album” where you can find and use it in the future to refresh your state of mind. You can also ask that version of yourself how you got there. What was the path you traveled? What were the obstacles and how did you overcome them?

When you finish, notice how you feel, and take notes. What have you learned about and from your future self? Does your dream seem more or less achievable? Do you feel more or less vitality and confidence?


Unveiling your company’s vision is a transformative process—one that propels you beyond mere existence to purpose-driven success. It’s the compass that navigates storms, the anchor that grounds decisions, and the fuel that propels growth.

If you’re interested in learning more about visioning, or about how spiritual intelligence can enhance your leadership, check out my book, Spiritually Intelligent Leadership: How to Inspire by Being Inspired.

And remember, your vision, at the end of the day, is how you infuse your business with your own values—with your very essence, spark, and force of life.

About the Author: Yosi Amram, Ph.D., is a licensed clinical psychologist, an author, and an executive coach who has coached over 100 CEOs many of whom have built multi-billion-dollar businesses.  Previously a founder and CEO of two companies that he has led through successful IPOs.  He is a pioneering researcher in the field of spiritual intelligence and the author of Spiritually Intelligent Leadership: How to Inspire by Being Inspired.

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