Vision

Great people are attracted to great people and great visions; Bored people quit.

Measure progress: Startup

...however, these tools for product improvement do not work the
same way for startups. If you are building the wrong thing,
optimizing the product or its marketing will not yield significant
results. A startup has to measure progress against a high bar:
evidence that a sustainable business can be built around its products
or services. That’s a standard that can be assessed only if a Startup
has made clear, tangible predictions ahead of time... -  Lean Startup