In a medium-sized company, based on the values of the employees, we have elaborated upon the core values of the company, its overarching purpose, an ambitious mission and a vision for the future. Using various collaboration methods we have addressed the crucial questions: • Values: What is most important to us? What do we stand for? • Pupose: What do we want to achieve? • Mission: Where do we want to be in five to ten years? (And Vision:) How can we depict it in a vivid way? 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).