In The Essential Guide To Writing Mission, Vision and Values, we’re going to highlight the critical role that a well-defined mission, vision, and set of values play in achieving success.
By exploring how these foundational elements connect, we will highlight their significance in providing direction, inspiration, and a sense of purpose.
We delve into how a strong mission, vision, and values act as guiding principles that drive the business and individuals towards their objectives, fuelling motivation, alignment, and enabling strategic decision-making. Let’s dive in!
The Purpose of a Mission, Vision and Values
The purpose of a mission, vision, and values to a business’s success is varied. They provide:
- Clear Direction: A mission statement outlines the purpose and reason for the existence of the business. It provides a clear direction and serves as a north star for decision-making, goal-setting, and strategic planning.
- Goal Alignment: A well-defined vision statement articulates the desired future state and long-term goals of the business. It aligns the efforts of employees, stakeholders, and resources towards a common objective, fostering unity and focus.
- Organisational Culture: Values act as the ethical and behavioural principles that shape the culture of a business. They define the norms, attitudes, and beliefs within the organisation, influencing employee behaviour, decision-making, and creating a positive work environment.
- Differentiation: A compelling mission, vision, and values set a business apart from its competitors. They communicate the unique selling proposition, brand identity, and core beliefs, attracting customers, investors, and top talent who resonate with the business’s purpose and values.
- Decision-Making Framework: Mission, vision, and values serve as a framework for making strategic decisions, evaluating opportunities, and assessing the alignment of initiatives with the overall purpose and goals of the business. They provide a filter through which choices can be made consistently.
Mission vs Vision
| MISSION | VISION |
| Defines the core purpose and reason for an business’s existence. | Describes the desired future state or long-term aspirations of a business. |
| Focuses on the present and what the business currently does to fulfil its purpose. | Provides a clear and inspiring picture of what the business aims to achieve. |
| Provides guidance and direction for the business’s activities, strategies, and decision-making. | Guides the strategic planning and serves as a source of motivation for employees and stakeholders. |
Writing Your Mission, Vision and Values
Mission
A mission statement should be concise, clear, and inspiring. It should communicate the essence of your business, outlining its primary objectives and the value it aims to provide to customers. To craft a compelling mission statement, ask yourself the following questions:
– What is the purpose of your business?
– Who are your target customers?
– What sets your business apart from competitors?
By answering these questions, you can create a mission statement that reflects the unique identity of your organisation and resonates with your audience.
Examples:
Apple: “To bring the best user experience to customers through innovative hardware, software, and services.”
Starbucks: “Our mission to inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time.”
Patagonia: “We’re in business to save our home planet.”
Asana: “To help humanity thrive by enabling all teams to work together effortlessly.”
Vision
While a mission statement focuses on the present, a vision statement looks to the future. A vision statement communicates the desired future state of your business and serves as a driving force for growth.
When developing a vision statement, consider where you envision your business in the next five to ten years. Think about the impact you want to make and the goals you want to achieve. Your vision statement should be aspirational, inspiring your team and stakeholders to work towards a shared future.
Examples
Apple: “To make the best products on earth and to leave the world better than we found it.”
LinkedIn: “To create economic opportunity for every member of the global workforce.”
Nike: “Do everything possible to expand human potential.”
Coca-Cola: “To craft the brands and choice of drinks that people love”
Values
Core values form the guiding principles that shape the culture and decision-making within your organisation. They define the behaviour, ethics, and beliefs that guide your business practices. Establishing clear core values is vital for building a strong company culture and fostering employee engagement.
When determining your core values, think about the principles that are most important to your organisation. What do you stand for? What qualities do you want your employees to embody? By defining your core values, you create a framework for consistent decision-making and ensure alignment with your mission and vision.
Examples
- Focus on the user and all else will follow
- It’s best to do one thing really, really well
- Fast is better than slow
- Democracy on the web works
- You don’t need to be at your desk to need an answer
- You can make money without doing evil
- There’s always more information out there
- The need for information crosses all borders
- You can be serious without a suit
- Great just isn’t good enough
Whole Foods
- We Sell the Highest Quality Natural and Organic Foods
- We satisfy and delight our customers
- We promote team member growth and happiness
- We practice win-win partnerships with our suppliers
- We create profits and prosperity
- We Care About our Community and the Environment
Summary
The mission, vision and values are are what guide a business. The mission statement focuses on the present and communicates the purpose of the business. The vision statement communications the business’s desired future state. The values define the behaviour, ethics, and beliefs that guide your business practices.
Ultimately, a business that embraces a strong mission, vision, and values lays the foundation for long-term success. It becomes the north star that navigates the ever-changing marketplace, inspires employees, and gains the trust and loyalty of customers and partners. By recognising the importance of these and investing in their development, businesses can create a purpose-driven culture that drives growth, innovation, and sustainable success.
If you want simple strategies to help you grow your business, sign up to our weekly ‘Simply Systems’ newsletter below, where we share the latest tips, tools and strategies to help your business thrive.
Related
Achieve Your Goals – 4 Simple Steps to Plan for Success
© The Systems Lab® 2023. All rights reserved.
Comments +