# 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

1. Vision (Where you are going):
2. Big, broad, and aspirational enough to keep you striving, but not theoretically unattainable.
3. Example: Alzheimer's Association — "A world without Alzheimer's."
4. Mission (What you do tactically):
5. What you do every day in pursuit of the vision.
6. Formula: Must start with an action verb (e.g., "To provide"), state what you do, and identify who it is for.
7. Example: Uber — "To provide transportation as reliable as running water, everywhere, for everyone."
8. Values (How you behave):
9. Think of them as your brand's morals.
10. Avoid baseline expectations/table stakes (e.g., 'integrity', 'trustworthy').
11. Focus on 'show instead of tell': define the actions that produce trust (e.g., compassion, sustainability, being extraordinary).

## What it is 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](https://xiry.app/topics/business-money.md)
- Topic: [Brand Strategy](https://xiry.app/topics/marketing-sales/brand-strategy.md)
- Open source: no
- Platforms: other
- For: Founders, brand strategists, and marketing teams
- Tags: branding, strategy, business, copywriting, leadership

## Why it was saved

- [@uncommoncrowd, 10 July 2024](https://www.instagram.com/reel/C9PWovexTWW/): 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 3 October 2026. Page: https://xiry.app/resources/how-to-define-vision-mission-and-values

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