Lisa, I love this line in your post!  "What you really believe in is the heart – the North Star – of your larger vision."

A friend of mine included something he called "A Stand" in his business plan.  When I asked about it, he emphasized how important it was to him that he had articulated to himself and his employees what they stood for, before they were put in a position that may cause any of them to make inappropriate choices.  The things he chose to list in "The Stand" were not the run of the mill "values list" that is printed and placed on a wall to collect dust.  They were uncommon, &amp; well-thought out.  They made a huge difference in creating a very special culture for his organization, and greatly impacted my own business planning.