As the boss, you probably know exactly where the company is going and where it is in reaching these goals. It's important to let employees in on this. Unfortunately, employers sometimes assume that the staff knows exactly what upper management is thinking and that's not always the case. It's especially important to share how the company is faring when employees see an increase in workload but are unsure as to why this is occurring.
Never be afraid to get personal about your convictions. In fact, most employees will appreciate knowing how you feel. It's good to know what the boss is thinking but that's different from what comes from the heart. If you want your staff to invest the same dedication that you have it's important for them to see exactly where your dedication stems from.
It's also important to address the actual fears your staff may have regarding the competitive climate of your industry. Ignoring your staff's concerns doesn't make them go away. However, if you are going to address their fears, do not share your own. You are still in a position of having to inspire faith in a company. If you thought your employees had fear before, just tell them how unsure you are about certain aspects of the company and watch people start looking for new jobs.
Most importantly make the opportunity to share your vision with staff memorable and fun. Remember you are taking the opportunity to tell them things that will affect their outlook and the way they dedicate their time to the company.