One of the things founders hear often is “What is your big vision for this company?” Lots of early founders will respond with how much revenue they hope to reach or how many customers they plan to have. Those answers miss the point of the question.

Your vision transcends money and sales. It’s about impact. If you build a flourishing company, what impact will you, and it, have? Put another way, what does the world look like if you and your team are successful?

If you’re building a company or thinking of building one, consider taking time to think about the impact you can have . . . and the impact you want to have.