I started this on Monday discussing the importance of goals in general, using the setting of goals for yourself as a starting point. The same logic applies to a company, and its industry, as well.
Think about it, why is a company in business? Yes, to make money, but that goal will only get you so far, just ask the gnomes. You have to have something to offer and the ability to convince your customers that you can deliver and still be around in the future.
So in order to inspire your employees and your customers, you create a Big Hairy Audacious Goal (BHAG). For example, maybe you want to create the market leading ECM solution. Ten years ago, that was a challenge. No one company had all the capabilities in house and the leadership of the market was in flux. Now, to hit the same goal, you just take aim at the big boys and go forward.
But what does that really get you? Are you leading or just following the trail already blazed?