Most people work 'in' rather than 'on' their business.
When you work in the business, you focus on operations and tend to keep critical success factors and corporate strategy in your head. When you work on the business, you become more of a leader/manager and less of a doer of the work.
Working on the business involves sharing your strategic thoughts and mental models with others (partners, employees, suppliers and customers). Working in the business, demands that you keep all the balls up in the air by yourself.
The process of sharing with others clarifies and enhances your original vision.
Articulating and writing down your vision and guiding principles can generate some breakthroughs that may have a major impact on your future direction. Communicating your assumptions/beliefs, values, vision and guiding principles with others, who have different experiences and skills, will allow you to discover new possibilities about what's next for your business.