In a medium-sized company, based on the values of the employees, we have elebaorated upon the core values of the company, the overarching corporate purpose, an ambitious mission and a vision for the future. Using various methods we have addressed the crucial questions: • What is most important to us? What do we stand for? • Why are we? • What do we want to achieve? • Where do we want to be in five to ten years? By combining and iteratively revising answers to these questions with selected employees, the vision can be formulated as a desired image of the future with a "vivid description" (Collins & Porras 1996).