Business & Money · Tip
How to Define Vision, Mission, and Values
A practical framework for writing distinct company vision, mission, and value statements
This framework clarifies the differences between a company's vision, mission, and values to avoid generic corporate jargon. It defines vision as the aspirational destination, mission as the daily action-driven tactic, and values as behavioral standards rather than baseline expectations. It provides specific formulas and real-world examples to guide brand strategy.
How it works
- Vision (Where you are going):
- Big, broad, and aspirational enough to keep you striving, but not theoretically unattainable.
- Example: Alzheimer's Association — "A world without Alzheimer's."
- Mission (What you do tactically):
- What you do every day in pursuit of the vision.
- Formula: Must start with an action verb (e.g., "To provide"), state what you do, and identify who it is for.
- Example: Uber — "To provide transportation as reliable as running water, everywhere, for everyone."
- Values (How you behave):
- Think of them as your brand's morals.
- Avoid baseline expectations/table stakes (e.g., 'integrity', 'trustworthy').
- Focus on 'show instead of tell': define the actions that produce trust (e.g., compassion, sustainability, being extraordinary).
What it's for
- Draft clear foundational messaging for a new company or rebrand
- Separate tactical day-to-day work from long-term aspirational goals
- Define behavioral brand values that go beyond table-stakes corporate cliches
Key points
- Vision definition: Set an aspirational, long-term destination that remains achievable
- Mission formula: Start with an action verb, describe what you do, and identify who it is for
- Tactical mission framing: Focus on daily operations that drive the long-term vision
- Behavioral values: Treat values as actionable brand morals rather than generic claims like 'integrity'
- Show-not-tell approach: Outline specific behaviors that naturally produce trust
Pricing
Free
Details
- Type
- Tip
- Category
- Business & Money
- Topic
- Brand Strategy
- Open source
- No
- Platforms
- other
- For
- Founders, brand strategists, and marketing teams
- Tags
- branding, strategy, business, copywriting, leadership
Why it was saved
- @uncommoncrowd: Eliminates generic corporate jargon by distinguishing where you are going (vision), what you do daily to get there (mission), and behavioral morals (values).
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Updated