Mission, vision and values: more than a page on your website
Let’s be honest, most people see “mission, vision and values” and immediately glaze over. They’ve become a tick-box exercise for many businesses. A line about being “industry-leading” here, something about “excellence” there, and a generous sprinkle of words like “innovation”, “sustainability” and “integrity” to keep HR happy.
But when these statements are done well, we mean properly considered, actually relevant and not cobbled together over a working lunch, they’re powerful. They can bring teams together, sharpen your voice and give your business a sense of direction that everyone understands from Dave in IT, to Betty from finance. Even the new starter whose name no one’s quite sure of yet.
So what are they, really?
Vision is where you’re heading. It is aspirational, future focused and gives people something to aim for. Something they can rally behind.
Mission is what you are here to do. It is not just about what you sell or deliver but about the bigger picture and the impact you make. Your mission defines what you do, day in and day out, to achieve your vision. It is the reason the business exists beyond paying invoices, it should guide daily actions, choices and decisions that turn long-term goals into reality.
Values are how you work. The behaviours and beliefs that shape the way your team does things day to day and the standard you hold yourselves to when no one’s watching.
Together, they underpin your brand. Internally they help align teams, shape culture and keep everyone moving in the same direction. Externally they give your business a clear, confident voice that builds trust and attracts the right people.
Why this stuff matters more than ever
If you’re a growing business, especially one that’s scaling quickly, your teams can start to splinter. Departments become silos. People get tribal. Everyone’s working hard but not necessarily together. A solid vision brings them back to the same page. It is not about fluffy ideals. It is about Clarity. Direction. Purpose.
And that last one is big.
According to Daniel Pink, author, researcher, and motivation guru, there are three key things that drive us: autonomy, mastery, and purpose. Of those three, purpose is the one that gives us the extra push, the reason we turn up, stay late, or go the extra mile when things get tricky.
Purpose is what makes work feel meaningful. It gives people a reason to care, not just comply. It is what helps someone look at a tough day and think, this is worth it, instead of I should have a ‘duvet day’ instead.
How we help businesses build their mission, vision and values
We work closely with leadership teams to get under the skin of what makes their business tick. Not in a stick some Post-it notes on the wall and hope for the best kind of way. But in a structured, collaborative process that brings out the good stuff.
We ask the right questions of whole teams, challenge vague answers and help you define statements that actually mean something. Ones that your team can remember, relate to and feel proud of.
This work does not just sit in a document somewhere. It is the foundation for your brand, tone of voice, recruitment, marketing, and everything else. It becomes the lens through which you see everything.
In short
Mission, vision, and values are not a vanity project. They are a business tool – a good one. When created with care, they can sharpen your strategy, align your team, and give you a clear, confident direction.
So, if you’re feeling a bit stuck or scattered or just want to ensure that your brand has depth and good design, we are here to help.
Let’s find the words that bring your business together..
