Coming up with convincing vision and mission in a corporate environment is never easy – in fact, I think it’s one of the most difficult things you can do. Setting a clear and crisp vision is crucial to create an aligned organisation. Refining down into an elevator-pitch sized statement while avoiding generalisations, platitudes and (frankly) abstract jibberish is practically impossible.
Doing so outside a corporate environment I think is even more difficult – money is at least a straightforward motivation to hang a hat on. One of the best guides to doing this is Guy Kawasaki’s Art of the Start Manifesto, I particularly like the bit about making mantra.