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  • Writer's pictureAJ Cheponis

Defining Your Company's Identity: The Power of Mission, Vision, and Values

As a business owner or leader, having a clear understanding of your company's purpose, direction, and principles is essential for making informed decisions that align with your long-term goals. Developing a well-defined Mission, Vision, and Values provides a framework to guide your strategy, operations, and interactions with stakeholders.

But it's not just about the value to the leadership team. A well-crafted Mission, Vision, and Values statement can also be a powerful tool for engaging and inspiring your employees. By communicating a compelling purpose and a shared set of values, you can foster a sense of unity and motivation among your team, which translates into better collaboration, higher productivity, and improved retention.

What Mission, Vision, and Values Are


A mission statement defines a company's purpose and primary objectives. It should be a brief statement that communicates what the company does, who it serves, and what sets it apart from other organizations. A well-crafted mission statement helps employees understand why their work is important, and it guides decision-making at all levels of the organization. For example, Google's mission statement is "to organize the world's information and make it universally accessible and useful." This statement communicates the company's goal and its commitment to making information accessible to all.


A vision statement is a long-term aspiration for the organization. It should paint a picture of the company's desired future state and inspire employees to work toward a common goal. A vision statement should be forward-thinking and convey the company's core values and purpose. For example, Disney's vision statement is "to be one of the world's leading producers and providers of entertainment and information." This statement captures the company's goal of creating high-quality entertainment while providing valuable information to its customers.


Values are the guiding principles that shape a company's culture and behavior. They provide a framework for decision-making and help employees understand what is important to the organization. A company's values should be authentic and reflect the beliefs and priorities of its leadership. For example, Patagonia's values include "building the best product," "causing no unnecessary harm," and "using business to protect nature." These values demonstrate the company's commitment to sustainability and quality, and they guide decision-making across the organization.

In summary, a mission statement defines a company's purpose and objectives, a vision statement outlines the desired future state of the organization, and values provide a framework for decision-making and shape the company's culture and behavior. Together, these elements form the foundation of a company's identity and guide its actions and decisions.

Mission Statement Questions

  1. What is our reason for existing as a business?

  2. What are our core competencies and unique selling proposition?

  3. Who are our target customers, and what needs or problems do we solve for them?

  4. What are the values and principles that guide our business practices?

  5. What are our long-term goals, and how does our mission align with them?

  6. How do we differentiate ourselves from competitors in the market?

  7. What social or environmental impact do we want to make as a business?

By answering these questions, a business owner or senior executive can start to develop a clear and concise mission statement that accurately reflects the purpose and goals of the company.

Vision Statement Questions

  1. What does success look like for our business in the long term?

  2. What is the big picture goal we want to achieve?

  3. How do we want our customers to perceive us?

  4. What sets us apart from our competitors?

  5. What is our ultimate purpose as a business?

  6. What are the core principles that guide our decision-making?

  7. What impact do we want to have on the world around us?

These questions can help business owners and leaders clarify their long-term goals and aspirations and create a clear and compelling Vision Statement to guide their organization towards success.

Questions To Identify Your True Values

  1. What activities or experiences make me feel fulfilled and happy?

  2. What do I feel passionately about?

  3. What principles or beliefs do I hold that guide my decision-making?

  4. What qualities do I admire in others, and why?

  5. What kind of legacy do I want to leave behind?

  6. What causes or issues do I care deeply about?

  7. When have I felt the most proud or satisfied with myself, and why?

These questions can help readers identify their core values, which can then be used to inform the development of a Values Statement for their business.

It's also important to consider what the company won't tolerate or stand for.

This is sometimes referred to as the "other side of the coin" when identifying values. By understanding what actions or behaviors are not aligned with your values, you can make informed decisions when it comes to your team, customers, and stakeholders. For example, if one of your company's core values is honesty, you might decide that you won't tolerate any kind of dishonesty or deception from your employees or vendors. Here are a few questions to help you identify what your company won't tolerate:

  1. What actions or behaviors go against our core values?

  2. Have we ever encountered a situation where we had to compromise our values? What happened, and how did we address it?

  3. Are there any legal or ethical issues we need to consider when defining what we won't tolerate?

  4. How can we communicate our stance on these issues to our team, customers, and stakeholders?

  5. How can we ensure that everyone in our organization is aligned with our values and understands the consequences of going against them?

  6. How can we build a culture that encourages and rewards adherence to our values?

  7. Are there any potential conflicts between our values and our business goals, and if so, how can we address them?

How will I know if I'm On the Right Track

A worthwhile and meaningful Mission, Vision, and Values are essential for guiding the decision-making process and creating a shared purpose that people can rally behind.

Here are some signs that indicate that you have developed a solid Mission, Vision, and Values:

  • Your team members understand and can articulate your Mission, Vision, and Values. Your Mission, Vision, and Values should be easy to understand and explain. If your team members can't articulate them, it's a sign that they're too complex or ambiguous.

  • Your Mission, Vision, and Values inspire and motivate your team members. If your Mission, Vision, and Values resonate with your team members, they'll feel a sense of purpose and motivation to work towards a common goal.

  • Your Mission, Vision, and Values align with your business strategy. Your Mission, Vision, and Values should guide your business strategy and decision-making process. If they're not aligned, they're not serving their purpose.

  • Your Mission, Vision, and Values are unique to your business. Your Mission, Vision, and Values should differentiate your business from others in your industry. If they're generic or indistinguishable from your competitors, they're not serving their purpose.

  • Your Mission, Vision, and Values are regularly referenced in your business operations. If your Mission, Vision, and Values are not regularly referenced or incorporated into your business operations, they're not serving their purpose.

It's important to note that a company's mission, vision, and values should not be static but rather evolve over time with the changing business landscape and societal norms. Therefore, it's recommended that companies revisit and reevaluate their mission, vision, and values periodically to ensure that they are still relevant and aligned with the company's goals and principles.

The frequency at which a company should revisit and reevaluate their mission, vision, and values can vary based on several factors, such as the industry, market trends, and organizational changes. However, a common rule of thumb is to review them every three to five years or whenever there are significant changes in the business environment.

Moreover, it's crucial to communicate any updates or changes to the mission, vision, and values to all stakeholders, including employees, customers, and partners. This ensures that everyone is aligned with the company's purpose and direction, facilitating informed decision-making and a cohesive culture.

At Straightline Consulting Group, we understand the importance of having a clear Mission, Vision, and Values for your business. They serve as the foundation for all decision-making and guide your organization's culture. If you're unsure about your current Mission, Vision, or Values or would like to create or re-evaluate them, our certified Talent Optimization consultancy team can help. Contact us today to learn how we can work together to ensure your company has a strong foundation for success.

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