How would you like people to describe your company in five years' time?
How do you think they would describe your company now?
What changes can you make to the way you operate, or your relationships, to help this desire come true?
For 'people', consider your customers, competitors, or employees.
Some clarity can come from stepping back to look at yourself from a third-party position.
The answer might say something about your personal drive, or culture shared within the business. Is everyone aligned to the same aims?