A Line from Greenline

Why Your Business Needs a Clear Mission, Vision, & Values Statement

We all have those favorite brands we stay loyal to. It doesn’t necessarily matter if there’s a cheaper brand, or a better deal, for certain products, we go back to our favorite brands. But what exactly is it that makes them our favorite? More often than not, it’s because of who they are, why they do what they do. It comes down to that brand's values.

A company can make its values visible to the public in their mission, vision, and values statement(s). The challenge here is staying true to these statements as a company and creating one unifying idea all employees can follow. Who walks the walk? How is your business living and exemplifying that mission?



difference between mission, vision, and value statements

For starters, you might be wondering what the difference is between a mission, vision, and value statement. Although they may have overlapping themes, they are unique and serve different purposes. Lumen does a great job of defining all three on their Principles of Management page.

This may help:

  • A vision statement is a statement of an organization’s overarching aspirations of what it hopes to achieve or to become. 
  • A mission statement describes what the organization needs to do now to achieve the vision. Mission and vision statements work hand and hand. 
  • A value statement is a little different and usually called a code of ethics. The values statement defines what the organization believes in and how people in the organization are expected to behave—with each other, with customers and suppliers, and with other stakeholders. 


why you need mission, vision, and value statements

1. determines your businesses direction

Having concrete mission, vision, and value statements is critical in the core focus and employee guidance for your business. These statements are a great way to keep everyone in your business clear on the direction of where you want to go as a business. 

For example, if your business is hoping to start a new venture or project, having clear mission, vision, and value statements can make the entire process easier. They provide a “guiding light” to help model all decisions after. It’s also a good way to make sure everyone is on the same page.

2. provides grounds for decision making

Clear mission, vision and value statements can set the standard for decision making. Decision making can be an iffy process if everyone has different mindsets. By having mission, vision, and value statements clearly communicated and understood throughout your organization can be a strong foundation for when decisions are being made.

For example, if you are with a group of employees in a meeting, you can refer back to your statements to come up with useful decisions. By referring back to your statements for decision making it’s also a safety net to know that you’re not making any irresponsible decisions.

3. foundation for new employees

If your business has a strong mission, vision, and value statements, they can carry through the company for years to come. When new employees are hired, introducing them to these beliefs from their first interview is a great way to show them who your business is, and what goals and experiences you strive for every day.  

Consider this: You recently hired on two new employees and want to make sure they fully understand your businesses values and beliefs. Showing them your mission, vision, and value statements is a great starting point to explain what the goals and values within the business are.

4. welcomes helpful change

By knowing and understanding what your company values, it’s easier to be accepting of change. If you have a clear mission, it can be easier to adjust to diverse times of transition. With these statements, it can also be clear what needs to change, and when change is warranted. 

For example, some employees might be stubborn and not as receptive to change within the business. By having a standard, such as the mission, vision, and value statements, it can be easier to reason with them about why a certain change needs to happen. You can refer back to the statements to show how the changes also fit under those guidelines as well.


how to get started

Maybe you already have a mission, vision, or value statement. Maybe you only have one blanket statement, or maybe you don’t have anything formal written out for your business. It’s never too late to improve or start drafting a unique mission, vision, and value statements. 

Here are some tips to help get your wheels turning...

1. Gather a group of leaders

If you have strong leadership, it can be easier to create mission, vision, and value statements that capture and communicate with everyone involved in your business. 

2. Work with your crew

Whether you have 3 people on your team, or 30, work with everyone to come up with these statements. Whether it’s asking for a list of words, or drawing from shared experiences, people will be more invested if they feel your mission, vision, and values statements embrace who they are and why they do their job. Remember, these are statements that encompass your business, and all those who work there.

3. Be creative

Don’t be afraid to brainstorm and come up with many different ideas when you’re drafting. Like most brainstorming techniques, you need to exhaust all ideas to know what you really want to use for your mission, vision, and value statements. Think big! Use a thesaurus! Write and rewrite!


We hope these tips will help you create an impactful mission, vision, and value statements. This is the kind of content that could potentially give you a customer base that is loyal and there to support you. Once you create your mission, vision, and value statements, share them and live up to them.

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Topics: Inbound Marketing, Leadership, Content Marketing