Why Do Your Mission, Vision and Values Matter?

Woman holding compass to guide her mission

A good leader knows that in order to lead a project, people need to know why they are working, how they are working and who they need to be as part of the team. This is why we must focus on our mission, vision and core values.

Mission Statement

What is a mission statement? Look around online and you will find many definitions for mission statements. A summary definition would be this: Why do you exist? Why are you in business? Answering these questions is central to writing your mission statement. At MJM, we often speak of “commission” rather than “mission.” A commission not only identifies what you are doing, but why you are doing it. So what is your commission? What have you been commissioned to do with your life and your business?

Vision Statement

Going deeper, your vision statement should paint a picture of where your business will be when it is wildly successful. Your vision should be bold, inspiring and paint a clear image of what will make you successful. It’s okay if, in some way, your vision statement is not actually attainable. But it must be an inspiring and powerful image that helps people see where you are going.

For example, the vision at Vance Thompson Vision is “Best on Earth.” Now, measuring whether they are actually the best on earth can be tricky, and they are not able to be best on earth in everything—only in their areas of specialty. However, regardless of whether “Best on Earth” is measurable and attainable, it definitely allows staff and patients to clearly envision where they are headed as a business and what they aspire to be. That is the power and importance of a vision statement—it paints a picture of success that is motivating and inspiring.

Core Values

Of these three foundational items, your core values may be the most important. They certainly will be the most important for your daily operations as a business. In simple terms, your core values define the way you operate and exist and live as a business. They are the values you make decisions by, the values you hire and fire by and the values that set the culture of your business.

Your core values should be very memorable for all staff. Ideally, you will be able to reduce your core values down to three to five words or short phrases. These core values only have power if you actually live by them, make decisions based on them and champion them within your staff and customer base. Choosing the right core values will make your decision-making easier and bring much clarity to your business.

These core values only have power if you actually live by them, make decisions based on them and champion them within your staff and customer base.

Perhaps the hardest part of finalizing your mission, vision and values is coming to agreement with your leadership team on the final version of these items. There are so many good reasons we exist and so many great values we want to embody! Many groups have a hard time editing down their content and ideas to the most vital and actionable statements. But this editing and simplifying process is vital.

Your mission, vision and values need to be short, inspirational and actionable. Don’t give up on editing and building these vital statements until you finalize them in forms your entire team can live with and execute. Spending time as a team discussing, debating and agreeing upon a clear and powerful mission, vision and values can power your business to new clarity and new success.

Logan Wang is Principal and Creative Director of MJM.
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