Creating the Vision, Mission and Culture for Your Business

Step 1) Define the Vision

What do I see as the key to the future for our organisation?
What unique contribution should we be making in the future?
What would make me excited about being a part of this organisation in the future?

A vision statement is a company’s inspiration. A vision asks, “Toward what reality do you want to lead this organisation?”

Step 2) Create the Mission Statement

How will the vision be achieved?

a) Who are you ? Define the characteristics of the people in your organisation. What are their qualities, attributes, etc ?

b) What business are you in?
e.g. the transport business

c) Who are your customers?
e.g. demographics, age, etc

d) What makes you different?

Starbucks
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

Target
“At the heart of our strategy is our commitment to delight our guest by consistently delivering the right combination of innovation, design and value in our merchandising, in our marketing, and in our stores. This is the essence of our “Expect More. Pay Less.” brand promise.”

Nike
“To bring inspiration and innovation to every athlete* in the world.”

Google
“To organize the world’s information and make it universally accessible and useful.”

Facebook
“To make the world more open and connected.”

Step 3) Culture statement

Ownership, integrity, teamwork, communication, etc

This is an example of a culture statement :

Ecolab USSpirit
Ecolab associates are the company’s heart and soul. Hungry to succeed and passionate to achieve, we embrace the unknown, fearlessly taking risks, confident in our ability to deliver results. We are eager and ambitious. We tenaciously persevere, surmounting obstacles with grit and determination. Above all, we find joy in our work, and in serving the company and our customers.

Pride
Exceptional service, exceptional products…We delight in presenting premium quality in all we offer. No matter how big the project, or how small the request, we strive for excellence in our response, for we relish perfection. We cherish our company, and represent it with honour.

Determination
Ambitious and aggressive, driven and determined, enthusiastic and energetic, we cultivate the opportunity to compete. We thrive on challenges, viewing them as an invitation to success. A true team, we work together to routinely please our customers, surpass our record achievements, and drive our organization to greater success.

Commitment
Like a family, we are united by an unspoken pledge, bound by our convictions. We prize dedication, and are moved to help each other and our customers. We accept nothing less than loyalty in our ranks. We are true to each other and to our cause.

Passion
We wholeheartedly believe in our company; its goals and objectives are our mission, and we enthusiastically embrace them and relentlessly pursue them. More importantly, we truly believe in each other, care, protect and support each other.

Integrity
Professional. Reliable. Trustworthy. Honest. Our corporate integrity is a critical asset and we are committed to upholding it worldwide. We set high standards, and we abide by them as we practice business fairly and behave ethically. We share our expectations with each other and strive to maintain a workplace built on mutual values, trust and goodwill.

About the author. I’m Mark Fregnan, founder of Kinetic Media & Marketing, an Australian coaching and consulting business that focuses entirely on making our clients MORE PROFIT WITH LESS EFFORT. We understand the financial and time pressures felt by small business owners especially in the new world economy. We rely on our proven marketing and business strategies along with smart systems to produce and maintain a healthy increase in sales and profit for our business clients.