My hunch is few craft producers have a strong vision. Most have mission statements focused on making good products and growing sales. And that’s fine, but it is not a vision.
A compelling vision is hard to develop because it needs to look to the future and NOT be dependent your products. Rather a vision needs to be based upon what you do for people and how it improves people’s well-being. A powerful vision transcends the product and looks to create a future of innovation with both products and the new experiences for the people it intends to improve.