A vision allows you to create your own North star without boundaries, a realistic yet ambitious goal. Normally, however, when we define our goals, we tend to think only about what is possible. However, no one would ever have reached the peak of Everest, nor the moon, with this logic. Grom wouldn’t be the legendary ice cream maker he is today if he had not pursued the vision of “making the best ice cream in the world.” As a goal it is impossible, but as a vision it is perfect because it gives the company a clear direction.