Mission, Vision and Values: Defining The Purpose Of Your Business

Posted by Fitz Villafuerte under Business on July 22, 2008

You’d probably notice that in most corporate offices, mission and vision statements along with the company’s list of core values are beautifully framed and displayed on the walls. Why do you think so? Well, the reason for this is not only to inspire but more importantly, to guide and remind the organization of its purpose, direction and philosophy.

If you’re thinking of starting your own business, even if it’s just a small one, creating and defining your mission, vision and values is important. On a personal level, it will motivate you to succeed. Your employees, upon realizing that they are part of a noble cause, will be more inspired to work. And investors, specially if they see merit in your corporate mission, will be willing to help you achieve your aspirations.


This gives the reason why you’re putting up the business. When setting your mission statement, give your business its sense of purpose. More than making money, it must define a noble cause such as providing quality service and making lives better. Take it even further by writing down how you plan to deliver this purpose. A mission statement moves the mind into action.

This is the goal of your business. When creating a vision statement, don’t censor your thoughts and allow yourself to dream big. This is what you desire for your business. This is what you want it to become in the future. A vision statement excites the imagination and gives you a surge of energy to work and make it a reality.

These are the guiding principles of your business. When defining your core values, try to imagine how you would want others to describe the company and its people – passionate, committed and honest are examples that you can choose. A values statement summarizes the virtues that the organization must inculcate to carry out its mission.

To give you an example of how these are done, I’d like to share to you the mission, vision and values of one of the most successful companies in the world, The Coca Cola Company.

Everything we do is inspired by our enduring Mission:

  • To Refresh the World… in body, mind, and spirit.
  • To Inspire Moments of Optimism… through our brands and our actions.
  • To Create Value and Make a Difference… everywhere we engage.

To achieve sustainable growth, we have established a Vision with clear goals:

  • People: Being a great place to work where people are inspired to be the best they can be.
  • Planet: Being a responsible global citizen that makes a difference.
  • Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs.
  • Partners: Nurturing a winning network of partners and building mutual loyalty.
  • Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.

We are guided by shared Values that we will live by as a company and as individuals:

  • Leadership: “The courage to shape a better future”
  • Passion: “Committed in heart and mind”
  • Integrity: “Be real”
  • Accountability: “If it is to be, it’s up to me”
  • Collaboration: “Leverage collective genius”
  • Innovation: “Seek, imagine, create, delight”
  • Quality: “What we do, we do well”

Source: The Coca Cola Company website

Lastly, writing a mission, vision and values statement is not limited to organizations and businesses. It can also be applied to our own selves. What do you believe is your purpose in life? How do you see yourself in the future? And how do you want other people to see you as a person? I believe that by answering these questions, you’ll be able to find ways to enjoy life and make it better.

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Suggested Reading For Bloggers:
Blogging Tips. The Purpose and Philosophy of Your Writing

Photo courtesy of Ritesh Kapur



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11 Responses to “Mission, Vision and Values: Defining The Purpose Of Your Business”

  1. […] If you want to use colors to enhance your brand, you may want to start by considering your company’s vision and mission statements and from it, define what message do you want to send out to your customers. After that, […]

  2. […] Mission, Vision and Values Statements These define the philosophy and purpose of your business. It states your ultimate goals and describes how you want your business to be regarded by your target market. For guidance regarding this matter, you may refer to my previous article entitled, Mission, Vision and Values: Defining The Purpose Of Your Business. […]

  3. […] it may be wiser to pass up on that opportunity. It’s better to stay within and preserve our company values, rather than risk losing it by catching a trend that could turn out to be […]

  4. […] successful businesses have a mission and a vision which states the noble goals that the company is trying to achieve; and I have yet to see one that […]

  5. Albert Turkson says:

    would like to know more about missions and visions of setting up a dusinnesses and companies

  6. Bob says:

    Good day:

    I am taking MAeD in Administration and Administration and we are required to make a mission vision and Philosophy of a school. Thank you for this tip. I will make these tips here as the basis of my school mission, vision, and philosophy.

    I also started my blog site since june and would like to be ready to get rich. LOL

    Maganda po ang site ninyo sir Fitz. Sana maisali u po ung site ko sa blog roll nyo.

  7. Alu says:

    Great! very helpful, that’s why almost evryday I’m here in your site. thanks a lot. God bless.

  8. […] entrepreneurs forego having a mission and vision for their business. But I believe having one is important because this is what will guide, inspire […]

  9. […] for this second video from the same talk, Guy Kawasaki challenges the norm of writing mission statements for companies. In this interesting (and even funny) video, he advises that one should write mantras […]

  10. […] about the mission, vision and values of your company and see how it is being applied. Study the processes, the operating procedures, the regulations and […]

  11. […] So before you quit your job, review your business first, especially its mission, vision and values statements. […]

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