Most entrepreneurs who start their own venture have a grand vision of what their company will become. That dream drives entrepreneurship and prompts the founders to give up everything and make enormous sacrifices to start their own companies.
However, most companies that start off with a big vision rarely deliver on it. The most outstanding companies in the world are often “accidental companies” that started by simply doing something better than was presently available and often not knowing their own potential. The companies that focused on modest improvements in their customer experience became enormous, and those that tried to deliver on a grand vision fizzled away.