How to develop your vision, mission and values

How to develop your vision, mission and values

Your vision, mission and values are important attributes for your business.

They act as a guide to keep you on track. It can be easy to be swayed to take on new clients or projects that don’t fit with your vision. Sometimes, these opportunities act as shiny objects that distract us from our core business and what we want to achieve.

Once you’ve developed your vision, mission and values don’t feel compelled to shout it from the rooftops. You can display them on your website if this feels right to you, but it’s not necessary if this feels icky to you. Your vision, mission and particularly your values should be weaved throughout everything you do, how you connect with your clients or tribe, how you deliver your product or service and so on.

I’ve created a few tips to develop your vision, mission and values below.


This is your chance to dream big – where do you want to see your business in 10 years?

  • Are you the market leader in your field?
  • Have you solved a problem for your market?
  • Have you created a new way in which the industry works?

When starting a business we all have that big dream – this is your vision.


What do you hope to achieve in the next three years? Your mission should encompass your first few giant steps to achieving your vision.

  • Divide your mission into 3 or 4 chronological steps
  • Choose the first one of those steps and create your mission from there


Your values are your  ethos, your tone, your process, how you interact with clients and stakeholders. Most commonly businesses will have about five values which are usually one or two words. This is where your personality and the personality of your business shine through. I have listed some of the common ones below.

  • Professionalism
  • Integrity
  • Customer focused
  • Innovation
  • Excellence
  • Generosity of spirit
  • Honesty

Remember to develop the essence of what you would like your values to be – this is what is most important. Then you can develop the actual words you would like to use.

Do you have any tips for how to develop your vision, mission and values? We’d love to hear from you – comment in the box below.


  1. says

    Awesome post and so relevant for one of my clients at the moment. We just attended a veterinary course last week which dedicated at least an hour to devising values. My take out was to involve your team in devising them and ensure they are intrinsically involved in the business. I’m thinking a cute illustration of the words (in brand colours of course) hung on the walls for clients and staff to see daily.

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