Mission, Vision, & Value Statement


Mission Statement

▪ A company mission statement is reasonable and realistic and explains the reason why a
business exists.
▪ A mission statement is a sentence that describes your company’s function, markets, and
competitive advantages, which can be used to help establish your company’s brand.
▪ A good mission statement is a declaration of your company’s purpose.
▪ The mission statement of your company is a short-written statement of your business
goals, philosophies, and unique characters.
▪ The main reason why you want to write a mission statement is to help you essentially
improve your company’s reputation, while convincing customers and potential clients
your company provides high-quality offerings.
▪ In the eyes of your customers, the mission statement distinguishes your company from
the competition.


How to write a good mission statement

Mission statements can vary in approach and delivery, but some factors that remain constant are the focus on informing the public why the company exists and what makes it different from other companies in its niche.


1. State what your company does​

Your company’s mission statement can open with a simple sentence. There’s no need to get too

detailed at this point, as there are ample opportunities to expand on the statement in the
following sections. You can state what the company provides or produces. For example, an
acceptable way to open a financial company’s mission statement is with the sentence, “Our firm
provides a wide range of financial solutions.”


2. Describe how your company operates

This section requires some thought, as you aren’t necessarily trying to provide a detailed
description of your company’s operations. Instead, you’re attempting to describe how your
company operates in general terms. Many mission statements incorporate one or more of the
company’s main priorities into this part of the statement.
It might be worthwhile to develop a list of essential core values the company hopes to embody.
For example, some values you could consider mentioning are providing exceptional customer
service, producing high-quality products, protecting the environment, encouraging innovation
and practicing sustainable development. It’s good practice to highlight one or two core values
when developing this part of a company’s mission statement to ensure clarity. Adding core
values to a statement may read something like, “Our firm provides a wide range of financial
solutions that anyone can afford.”


3. Explain the reason for your company's existence

Adding an explanation of your company’s reason for being might give it extra interest and help
communicate the passion that drives the business’s operations. Continuing with the previous
example, the mission statement could state, “Our firm provides a wide range of affordable
financial solutions with the goal of empowering disadvantaged communities and individuals.”
This statement answers the “why” of the company’s existence and explains why it’s a better
alternative to other firms in a niche.
This aspect of a mission statement also helps establish your company’s genuine concern for the
welfare of its customers. As the leadership of your company, reflect back on “WHY” you started
the company in the first place. Reflecting on the initial inspiration that led to the company’s
founding could help refresh the message’s focus and enable you to communicate the
company’s passion more effectively.


Vision Statement

▪ A vision statement is a FORMAL declaration of your company’s future goals yet key to the company’s strategy because the VS provides the company with an original business concept that projects into the future.

▪ A Vision Statement communicates your company’s culture and can attract the right kind
of talent.
▪ A Vision Statement tells what the company wants to become and accomplish.
▪ A Vision Statement is used to help guide the decision makers of the business in making informed decisions.
▪ A vision statement outlines long-term goals over a long-term period (typically 5-10
▪ A Vision Statement main purpose is to motivate and inspire while helping people and
serving society.
▪ A Vision Statement shows where your company’s energies will be directed into the
▪ A Vision Statement can motivate employees to take action and encourage long term
▪ A vision Statement includes giant goals that are achievable.


How to write a good Vision Statement:

Vision statements can take time and require many repeat attempts. The final Vision statement may include only a sentence or two. Every word is important. The goal is to write the vision statement and stick with in for a long period of time.


1) Start by considering your company’s purpose and its position in the market.
2) Ask yourself what your business does.
3) How does it help people get what they want or need?
4) What is it you’re really, truly trying to achieve?
5) Think about what makes your company special. It’s crucial to have a unique value
6) You don’t need to say how you’ll get to your vision.
7) You just want to outline the ultimate goal you’re striving for.
8) Make sure to use concrete language.
9) Don’t get too abstract and don’t use buzz words.
10) Use simple language.
11) Your statement should be easily understood by the general audience.
12) So don’t use industry jargon.
13) Think about general human and real-world concerns.
14) Try to root your statement in everyday, so readers can form a concrete mental
image of your vision, thereby creating an emotional bond.
15) Make sure your company values are accounted for.
16) Your vision statement should match perfectly with the values of your organization. If
there’s any discrepancy, you will want to rework your text.


Value Statement

▪ A Value Statement is an expression of the main priorities and values of your business.
▪ A Value Statement serves as a moral foundation for your company to stand on and a
reference point for all internal decisions.

Benefits of having a company Value Statement:

▪ Boosting camaraderie: A value statement gives your team members something
tangible to unite over.
▪ Encouraging Transparency: The honesty and vulnerability that comes with a
clear value statement is very powerful.
▪ Attracting top talent: Many jobseekers agree a company’s culture is the third
most important thing they consider when accepting a job (coming in only after
salary and vacation time).
▪ Increasing business: A clear and unique value statement helps set your
company apart from competition and shows your clients (and potential clients)
what your business stands for.


How to write an effective Value Statement

Step 1: Brainstorm

Brainstorm both individually and within a group setting if possible. 

Take the time to look at examples of value statements from other businesses.

Ask yourself the following questions:

1) What does business stand for?

2) Do the employees stand for the same thing?

3) What’s important to the employees?

4) What is important to our clients?

5) What behaviors do we value?

6) What behaviors do we believe are unacceptable?

7) How do we conduct ourselves in a business setting?

8) How do we decide who we’ll do business with?

9) What are some qualities we admire in other businesses?

10) What are some qualities we admire in other people?

11) What impact do we want to have on the community?

Step 2: Narrow down the list

 Decide how many values you want to include in your value statement and focus on

them. (note: a value statement typically contains between 3 and 10 key points.

Step 3: Gather employee feedback.

 Set aside dedicated time to ask employees what they think about the list of values

you’ve settled on for the value statement.

Step 4: Finalize your Value Statement

 Finalize the value statement.

 Take the time to get the wording, ordering, and presentation right.

Step 5: Think about how the value statement can be applied.

 Once you have created an official value statement for your company be prepared to

show everyone how each component of the value statement can be applied

Step 6: Introduce it to the organization.

 Roll your Value Statement out to the entire organization.


Business Success Building Program

Mission, Vision, & Value Statement Worksheet

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