The book compares a set of 17 companies that are considered visionary with similar 17 companies of lesser stature. Fact: They seek profit but are guided by core ideology [a set of core values and sense of purpose] Visionary companies share a common subset of “correct” core values. A set of core values that employees believe in, the core purpose for which the company stands for, a vision for the future that the company wishes to attain, and “vivid” BHAG.