Why Purpose, Mission, Vision and Values Really Do Matter

post from
Chris Griffiths:
Being able to define
your purpose, mission, vision and values allows you to plan for your company’s
future success. The Purpose/Mission/Vision/Values concept can apply to just
about anybody in any business. Whether you’re an established company, an
enthusiastic start-up or a remote worker, use this strategy to help define who
you are and where you want to be. Although this way of thinking and working
aids companies and their growth, it is highly underestimated. However, when
these concepts are expressed clearly and concisely and relayed to the company,
your business will be more focused on its future goals.
With the aid of the
‘Why We Exist’ Canvas, you’ll be able to assess business problems standing in
the way of achieving your goals and map out the steps in order to reach them.
What is your reason for being?
If you were to ask
your colleagues what the purpose of the company was, how many would answer
correctly? If the answer is only a few, then they wouldn’t be alone. Did you
know that people are more likely to thrive when their work has a clear purpose
and meaning? Define the purpose of the company and share it with your team.
With a purpose clearly defined, workers will be uplifted, resulting in an
increase in their output. Once your purpose is defined, be sure to put it into
action. Make it believable and ensure each individual in the company is
committed to it. Give it a go and see how the process boosts productivity,
loyalty and performance throughout the company.
Action: Use
your Canvas to note down why you choose to exist as a company, beyond the
financial gain. What are your strengths as a team/company? What is your thing
that attracts the attention of others?
2.  Mission: What’s your core
mission statement?
Although a business
strategy is likely to change over time, the company’s mission will not. If
you’re unfamiliar with mission statements, they define the business and its
primary objectives. For example, a company mission may be to boost productivity
for individuals and teams worldwide. Be bold and courageous with your goals and
mission statement. After all, if your goal doesn’t scare you then it’s not big
enough. Defining a clear mission statement allows you to be transparent with
the team. Your team will know what to expect from you and what you expect from
them. Champion a grand mission, rather than bland statements. Once defined,
check your mission statement by asking yourself these essential four questions:

What do we do?

How do we do it?

Whom do we do it for?

What value are we bringing to
Write an ambitious yet achievable position in your market or in your customers’
lives that recognizes your Purpose. Ensure your statement is concise and never underestimate
the importance of your company’s mission.
3. Vision: Where is the future taking you?
We all have a vision
for our goals. ‘Where do we want to be in three, five or ten years’ time?’, is
the key question to ask yourself when thinking about the company vision. Your
vision is also a powerful influencing factor for employee retention and
engagement. When considering your vision and how it could impact your team,
think about how you can make it sustainable and scalable. Analyze areas such as
how to carry your business in the future and establish timeframes for when
you’d like to reach certain milestones. An important point to remember is not
to define a statement purely for the sake of it. Define your vision in order to
live it.
Action: What’s
the difference you’re aiming to make in your customers’ lives or society at
large? Define it on your Canvas.
4. Values: What do you stand for?
Company values are
closely linked with its mission. They represent choices connected with your
mission and are the core DNA of your business. Think of values as your identity
and what you stand for. Strong values lead to action and become a guiding force
as your company grows. Your company values have the ability to influence others
and welcome potential customers. Take some time to understand the real
priorities of your business; you’ll then be able to determine the best
direction for the company. Identifying and understanding your values is
challenging, yet vital. By pinpointing your company values, you’ll be more
aware of these factors when making future decisions.
Now use your Canvas to define the principles and values that will accelerate
your progress and success.
Inspire the people
around you with your purpose, mission, vision and values to help cement
business goals and take the company to the next level.
Chris Griffiths, author of The
Creative Thinking Handbook:  Your Step-By-Step Guide To Problem Solving In
, is founder and CEO of OpenGenius. Griffiths has helped thousands
of people worldwide drive business growth using highly practical innovation
processes, including teams and individuals from Fortune 500 and FTSE 100
companies, the United Nations, governments, the European Commission and Nobel
Laureates. He is a pioneer in combining creative thinking strategies with
technology to enhance productivity and is behind the iMindMap and DropTask
apps, now utilized by over two million people worldwide.