This article was written in collaboration with David Qu, MBA, a seasoned CEO, investor, and board member, who’s written extensively about startup leadership. What follows is drawn from his experiences and insights.
Founders often ask: should I spend more time refining vision or just keep moving fast? The truth is, it’s not a tradeoff. Vision and values are what let you move fast without flying off the rails. They’re the guardrails that make velocity sustainable.
A strong vision answers three questions:
Why do we exist (beyond making money)?
Where are we going?
What future are we creating for customers, team, and industry?
Good vision statements are concise and authentic. They describe outcomes, not activities. Instead of “build the best telehealth platform,” it might be “make quality healthcare accessible everywhere.” The best visions are also co-created. They reflect not only the founder’s ambition but also the input of employees, advisors, and customers.
Vision alone isn’t enough. Values determine how you’ll pursue that vision. They act as the cultural compass when things get tough. Without clear values, bold vision becomes hollow.
(See also: Cultivating Culture in Remote Startups.)
The Theranos story is a cautionary tale. Elizabeth Holmes convinced investors and the press with a bold vision, but integrity and transparency were missing. “What you tolerate ultimately becomes your culture.” In her case, tolerance of secrecy and hype overrode honesty and rigor, and the company collapsed.
Contrast that with organizations like Mayo Clinic (“to provide unparalleled experience as the most trusted partner in health care”) or Livongo (“empowering people everywhere to take control of their health”). Their values made their visions credible and actionable.
Finally, founders need velocity, the ability to move quickly. Vision and values don’t slow you down; they make speed possible. They give teams clarity in decision-making, even under pressure. Agile frameworks, iterative releases, and rapid learning all depend on people knowing what really matters and what’s off-limits.
Closing Thoughts
Vision and values are the guardrails that keep your speed intentional, not reckless. Next week, we’ll get into the human side of execution: building teams and trust.
Check out David’s full book, from which this article was drawn: The Long Fight - A Strategic and Practical Guide for Digital Health Entrepreneurs.