I once sat in a meeting of project and business updates and suddenly one of the directors said, actually with all that we have now we can be in the medical device market. Violaaa!!! This medical device company used to service government hospitals and they have all the equipments. It's just that they never thought of going direct to the hospitals and take the lion share of the business. In that meeting, after going through the company yearly updates, this "innovation" came instantaneously and the next year they are pitching about it to the government hospitals directly.
You will need to develop or define important information about your company. In your business plan, you should have developed a Mission Statement, a Vision Statement, and a Culture Statement. If you did not develop these three items, you must create them immediately before continuing onward. It is vitally important that everyone knows about and buys in to these three company statements with all employee staff so that every person inside the business will communicate these items correctly to all external people outside of the business. You want their belief and confidence as high as the owners or top executives.