Dynamic Vision, Mission, and Values: Creating the Ultimate Communication Tools

Dynamic Vision, Mission, and Values: Creating the Ultimate Communication Tools

Although many aspects of an organizations daily routine are constantly shifting, changing, and adapting, there is one foundation that should hold everything together — your company’s vision, mission and values. 

These statements serve as the navigation points from which you make your decisions, and they are the most valuable tool in creating deep and meaningful connections with your customers, employees, and your marketplace. 

Corporate vision and mission statements seem to matter little standing as a meaningless plaques on the wall, but for small businesses, the impact of these succinct statements can be tremendous when communicated effectively. 

Creating and refining your vision, mission, and values is pivotal in enhancing the success of every small business. Simply put, it is a great competitive advantage for your small business.


When you create clear and concise statements, you are thereby creating a powerful opportunity to communicate with your customers. Your customers can deeply feel the intimate nature of these communication devices, and can better relate, and connect with, your businesses products and services. 

These statements also form the basis for alignment with your employees. It is imperative that new hires, especially, thoroughly understand, the purpose and drive of your organization. Additionally, when your current team feels connected to the deeper mission and objectives behind the company, they are going to be more effective and efficient. Essentially, when properly communicated these statements can help unite a team through a common sense of purpose.

Lastly, when you showcase your mission, vision, and values to the larger audience (suppliers, media, etc.) through your website and other similar tools, you are communicating what you stand for to the entire marketplace. These statements can encourage strategic alliances and other helpful business-to-business interactions to form and help grow your organization. 


Often times there is confusion surrounding the differentiating factors between vision, mission, and values statements. Here’s the distinguishing factors: You know where your business is headed (vision), you have a plan to get there (mission), and you communicate the standards that your business lives up to (values).

Mission — A mission statement defines the purpose of your business and answers the question, “Why do we exist?” both to team members and the audience at large. It should be concise, clear and powerful. It defines the core of what your company offers. 

Vision — Your vision statement looks ahead. It focuses on future goals and aspirations.  Vision statements are intended to motivate your team by detailing where the company is headed, and are designed to inspire and uplift.

Values — Value statements should reflect the core beliefs of your business, or the standards upon which you operate the business. These are deeply held values that remain timeless. 


For small businesses, it is not only possible to involve your employees in the creation or refining process of your vision statement, but this can lead to deeper engagement as team members find ownerships through these processes. Team members can also provide valuable advise that accurately reflect different perspectives with the organization.


The importance and effectiveness of clearly and consistently communicating the purpose and “soul” of your business is so often grossly underestimated.

Small businesses have a magical opportunity to create deeply meaningful and intimate connections in a way that large corporations cannot. 

As you enter into the creation or refinement of your vision/mission, you quickly feel that there is inner work to be included. You simply cannot communicate properly if you do not know what you stand for. This process takes time and effort, and the results can be incredibly powerful. 


The power of a vision, mission, and values statement for small businesses in undeniable. When communicated effectively, it can lead to deeper connection with your customers, employees, and your marketplace — and these meaningful connections are what drives organizations to grow.

Keep your vision alive by sharing it and and revisiting it with your employees often. A vision is something that should be felt —employees should feel highly motivated and inspired by it and customers should feel connected through it. These are living, breathing statements that should energize your team. 

Learn how to develop your vision, mission, and value statements at our upcoming webinar, A Dynamic Vision and Mission: The Foundation for your Success.

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