A rational firm plan and vision is a result of management coaching and a strategic planning process. It reflects a realistic assessment of firm strengths, weaknesses, and market position, as well as the values and definition of success preferred by firm leadership. A firm plan will act as a guide in strategic thinking, helping to align the decisions made on a daily basis with long-range goals. With inclusion of the whole staff in its creation and with periodic re-evaluation, a rational firm plan is a critical step in reaching professional and financial goals.