Confused? Most people confuse Vision with Mission. Vision is the guiding light that takes you where you want to go. It is idealistic, imaginary, and visionary. It should also be exciting, engaging and based on realistic viable goals.
Many years ago I was working with a beautiful Pub in County Cavan. The owner was cheerful, energetic and driven. Still, things weren't happening and business was slipping. It didn't take long to see why.
It's very tempting to write something that sounds great but what if the person reading it doesn't understand?You might just run a great and beautiful hotel, a fantastic restaurant or an attractive attraction but if those simple messages are lost in language then you are tying your legs together before you even start the race.
I used this title once and my Dad, a devout Catholic, said "It's blasphemous" (but he liked it). After all, sales are the ultimate fuel (and challenge) for every business and when the curtain goes down on another day, the clock starts all over again tomorrow.