Mission, vision and values: what are they and how to define them?

Mission, vision and values ​​in companies


  1. What is the mission?
    • How to define the company’s mission?
  2. What is vision?
    • How to define the company’s vision?
  3. What are values?
    • How to define company values?
  4. Mission, vision and values: the review needs to be constant

It involves having a well-defined mission, vision and values that companies need to know where and how they should go.

Knowing how you want to be recognized by customers, the market and the competition is important. And it cannot be seen as secondary in your business.

To tell you the truth, it is about the identity, the face that the company has. These 3 pillars will dictate how things should happen within organizations.

With a clear mission, vision and values, it will be easier to take any necessary steps. It helps both in planning and also in hiring – or discontinuing – any collaborator.

But they need to be real. Otherwise, everything that happens will be artificial – and it’s easy to see when that happens.

However, maybe you are wondering now. After all, how do I define mission, vision and values ​​and give direction to my company?

In this article, we help you in this mission. But, more than that, we will explain why this is so important and the dimension of its influence on what happens in the business routine.

It doesn’t matter if the company is big, medium, small, startup… it doesn’t matter. A strong company is built with a strong mission, vision and values. And you need to be clear about this.

Let’s find out how to define them?

Good reading!

Learn how to define your company’s mission.

What is the mission?

The reason for being, its importance, why it exists and works. All of this encompasses the meaning of corporate mission. It is your fundamental purpose of existence.

This is one of the pillars that is unlikely to change. Unless, of course, your business changes and you start selling products or services that are very different from what you started.

And understanding why it exists gives a direction, gives meaning to any action that may take place on a daily basis. It is fundamental for the strategic planning of all organizations and will guide the decision-making that takes place.

This last item needs to be made clear. All actions taken must be aligned with what the company understands as a mission. It is a virtue that is not negotiable. Otherwise, what is it worth?

How to define the company’s mission?

To be able to define it clearly and that it is easy for everyone to understand, answer questions such as:

  • Why does the company exist?
  • Who does it exist for?
  • What does the company do?
  • How does she do it?

How do you see the future of the company? The vision must respond.

What is vision?

The vision is where the company wants to go. How does the CEO see the organization’s future? Certainly, there are thoughts and desires where you want to go – but this needs to be clear, put down on paper.

Goals and goals all have, don’t they? But the company’s vision has to answer what they are. Show where the company wants to be and how it will get there.

And ideally, it should be defined together with the collaborators so that it is true. So that you extract the essence of who is part of the routine and “make it happen” daily.

Doing this, by the way, is a way to keep everyone motivated. After all, they are part of the vision of the company that has people, its most valuable asset.

How to define the company’s vision?

The vision needs to work towards understanding how the goals will be achieved. You can dream big and want to be the main company in the segment, no problem.

But it won’t do any good to put this vision straight away. Go little by little and be realistic. You can review the view if you wish. Feet on the ground to get where you want.

Answer a few questions to understand your company’s vision, such as:

  • What does the company want to be?
  • Where does she want to go?
  • When does she want to arrive?
  • How will this path be taken?

Building and transmitting values ​​to the team is fundamental for the company’s success.

What are values?

What are the principles that will guide the behavior of everyone involved in the company? These are the values ​​present in employees, managers, partners, shareholders and even outsourced workers.

Value is not belief. Belief is what you believe. Value is the way in which one acts based on what exists as a concept – thus totally linked to behavior.

Rather than defining them together, they must serve as commandments. Even as an “instruction manual”. They must be followed so that the company’s identity is always stronger and truer.

Your organization needs to be recognized through them. It will convey truth to your customers and potential customers. And it is through them that the company will grow.

How to define company values?

Before defining which values ​​make sense for the business, some criteria must be met. Keep in mind that the values ​​need to be:

  • easy for everyone to understand, being clear and direct;
  • accessible to everyone – from employees to common people;
  • non-negotiable – they need to be mandatory and complied with by everyone involved with the company.

That said, it’s time to define them. Think of 5 values ​​(at least) that make sense for your business. Answer some questions, such as:

  • How will we deal with our customers?
  • How will we do our business?
  • How will we communicate with society?
  • How should employees be hired?
  • What are our responsibilities to society?

Important: after defining mission, vision and values, let everyone have access. Print and paste on the walls so that everyone can, in addition to understanding them, act within these parameters.

Mission, vision and values: the review needs to be constant

Don’t just turn it into a wall chart: the mission, vision and values ​​must be fulfilled.

Your organization’s identity involves a well-defined mission, vision and values. Although the mission is unlikely to change, the vision, as well as the values, ​​need to be constantly revised.

It’s not exactly about changing them – if necessary, of course, it must. But you have to make sure they are being met.

To ensure this, always make it accessible to everyone. Make them clear within your company’s sales playbook. To speed up your understanding by new contributors, applying agile methods is a good solution.

But, of course, we cannot ignore external factors. The market is constantly evolving. Technology has a big impact on the way we work and how the brand is consumed.

Therefore, be careful to review the planning whenever necessary and adapt, update the mission, vision and values ​​of your business.

It’s important to always be true, but also to be in line with current needs.

It is important care to grow more and more and always be a reference in the segment in which it operates.

So, how can we help you?

If you were in doubt about the article, or want to know the impact technology has on defining your company’s mission, vision, and values, talk to a consultant today.

Enjoy and read two articles that will help you better plan your business.

The first talks about the importance of creating a healthy organizational culture in companies.

The second addresses how the 5S methodology helps companies to better structure themselves.

Good sales!

A hug from PipeRun, your CRM. #RunPipeRun

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