How to Create Strong Mission, Vision, and Values Statements

“A goal without a plan is just a wish.”

— Antoine de Saint-Exupéry

Organizations without mission, vision, and values statements are like journeys without a roadmap. The journey may have a destination (vision), but without a roadmap (mission) and rules of the road (values), organizations will have a hard time accomplishing their goals. In this blog, we will introduce mission, vision, and values statements — what they are, why they are important, examples of strong statements, and how to create them with SIGMA’s guide, “How to Use the Leadership Character Insight Assessment to Create Mission, Vision, and Values Statements.”

What Are Mission, Vision, Values Statements?

Mission, vision, and values statements are the core beliefs around which an organization operates. When written well, mission, vision, and values statements are an accurate description of what matters most to an organization. They can also serve as a reminder of big picture strategy and goals. In this way, mission, vision, and values statements act as accountability devices. Organizations must create these statements to communicate who they are and what they do, not only to their customers, but also to their employees.

Mission, vision, and values statements are often grouped together, but they each serve a unique purpose:

  • Vision statements describe WHAT the big-picture goal is. For example, Amazon’s vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”
  • Mission statements describe HOW the organization is going to accomplish its big-picture goal. For example, Amazon’s mission statement is “to serve consumers through online and physical stores and focus on selection, price, and convenience.”
  • Values statements describe an organization’s guiding principles; they define what an organization believes in and how people in the organization are expected to behave while working to accomplish its goal.

Why Are Mission, Vision, Values Statements Important?

Mission, vision, and values statements ensure that everyone in the organization is aligned and has a shared reference point for the organization’s priorities. This is important for a variety of reasons. Mission, vision, and values statements help organizations to:

  • Enable consistent marketing messaging.
  • Outline a clear organizational purpose, identity, and goal.
  • Strengthen and focus the brand.
  • Direct organizational strategy. A mission statement can help determine if a new project or investment will help accomplish the organization’s mission.
  • Guide the selection of performance standards and metrics.
  • Can be used as a filter for decision making. A values statement can be used to consider if a process aligns with the organization’s values. Provide a rallying point for employees. This increases loyalty, satisfaction, and engagement.
  • Can be used to develop partnerships and business relationships with like-minded organizations.
  • Can be used in leadership development, employee onboarding, and other training to ensure employees are aligned with values and equipped to accomplish the mission and vision.

Examples of Strong Mission and Vision Statements

Now that we have established what mission, vision, and values statements are and why they matter, let us take a look at some examples. Below are a few examples of organizations who have created strong, practical mission and vision statements[1]:

Google

  • Vision statement: To provide access to the world’s information in one click.
  • Mission statement: To organize the world’s information and make it universally accessible and useful.

Nike

  • Vision statement: Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
  • Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

IKEA

  • Vision statement: To create a better everyday life for the many people.
  • Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

What the organizations above have in common is that their vision statement is general and aspirational, while the mission statement provides a specific, practical route for achieving the aspiration. For example, IKEA, a furniture store, is fueled by its desire to “create a better everyday life for the many people.” This is a great aspiration around which strategic plans, marketing, and brand image can be built. However, for most employees as well as the day-to-day operations for business, something more functional and specific is required. That’s what the mission statement is for.

Best practices for creating strong mission and vision statements:

  • Vision statements should be aspirational (where are we going?).
  • Mission statements should be practical (how will we get there?).
  • Ensure the vision and mission are related to the organizational objectives.
  • Be future-focused — think about the industry and how it relates to the organization’s strategic plan.
  • Keep both statements succinct and easy to understand.

Examples of Strong Values Statements

When organizations skip one of the mission, vision, or values statements, it is usually the values that get skipped. The assumption is that everyone operates under approximately the same system of values — but this is certainly not true. Values statements should be used to highlight the principles that an organization wants to keep at the forefront of their employees’ minds. Here’s an example:

Bayhealth is the largest not-for-profit healthcare system in central and southern Delaware. Its mission is to bring the nation’s best healthcare to the communities it serves, and this is reflected in their values: [ii]

  • Compassion: We are kind and caring to everyone we encounter.
  • Accountability: Each of us is responsible for our words, our actions, and our results.
  • Respect: We value everyone and treat people with dignity and professionalism.
  • Integrity: We build trust through responsible actions and honest relationships.
  • Teamwork: We achieve more when we collaborate and all work together.

When creating a values statement, ensure that it is concise. It is better to have a few important values that employees can remember and apply, rather than a laundry list of so many that none are ever remembered, let alone developed and used. Choose values that are distinct, impactful, and connected in some way to the success of the organization and the accomplishment of the mission and vision.

How to Create Strong Mission, Vision, and Values Statements

If your organization is ready to start creating its own mission, vision, and values statements, SIGMA can help. Our consultants have developed a guide to assist in the process of creating strong mission, vision, and values statements. Download the guide and contact Ruby if you have any questions about what mission, vision, and values statements should look like for your organization. We are always happy to chat!

Talk to Ruby

consultant

Ruby Nadler, Ph.D., Leadership Consultant

If you have questions about creating strong mission, vision, and values statements, talk to Ruby. Ruby has a Ph.D in Cognition and Perception, as well as specific training in mindfulness and positive psychology. She brings this expertise to SIGMA’s executive coaching programs. In 2015 she was awarded a two-year Ontario Centers of Excellence TalentEdge Fellowship, and her research has been featured on CBC, BBC Radio, Happify, and NPR. Call or email Ruby – she would be happy to speak with you.

Phone: 1-800-401-4480 ext. 223

[i] Law, J.T. (April 19, 2022). 17 Seriously Inspiring Mission and Vision Statement Examples. Oberlo. Retrieved from https://www.oberlo.com/blog/inspiring-mission-vision-statement-examples.

[ii] Wong, K. (August 3, 2020). Core Company Values: 11 inspiring examples. Achievers. Retrieved from https://www.achievers.com/blog/company-core-value-examples/#:~:text=Compassion%3A%20We%20are%20kind%20and,responsible%20actions%20and%20honest%20relationships.

About the Author

Helen Schroeder

Marketing Coordinator

Helen completed a dual degree with Ivey Business School’s HBA program and Western University’s Honours Specialization in Psychology. As a Marketing Coordinator and Consultant she creates and manages content for SIGMA’s webpages, blogs, and coaching resources. Helen also assists in new product development, go-to-market strategy, and client consultation.