If you look at most really successful businesses it's the big idea and the vision that come first and then creating a very clear core purpose that permeates the whole business before a successful strategy can be implemented and goals set.

Of all the examples I've seen, South West Airlines in my view is the best in demonstrating the power of core purpose ("We connect people to what’s important in their lives through friendly, reliable, low-cost air travel") but the below article using Microsoft as an example is also interesting...