How to Create Your Company’s Mission, Vision, and Values: A Practical Guide for Business Leaders

Whether you're launching a new business or rebranding an established company, defining your Mission, Vision, and Values (MVV) is essential. These aren't just feel-good words to hang on the wall, they shape culture, attract the right employees, and guide every decision you make.

In this guide, we break down how to define your MVV clearly and effectively, with real-world examples, proven frameworks, and practical steps to get it right the first time.

Why Mission, Vision, and Values Matter

Before jumping into the "how," let’s understand the "why."

• Mission: Tells the world (and your team) what your company does and why it exists today.

• Vision: Paints a picture of what success looks like in the future.

• Values: Explain how your business behaves, what it believes in, and the principles that guide daily actions.

"A strong MVV attracts aligned employees, builds customer trust, and sets the foundation for leadership, strategy, and culture."

Step-by-Step: How to Craft a Clear Mission Statement

1. Start With Your "Why"

Ask yourself:

• Why was this business started?

• What problem are we solving?

• What impact do we want to make?

2. Be Concise, Not Vague

Keep it under 2 sentences. Avoid jargon. Make sure it’s easy for anyone to repeat and understand.

3. Use a Proven Formula

“We [do what] for [whom] by [how] so they can [outcome].”

Example:

“We provide affordable mental health care to underserved communities by offering virtual therapy sessions, so everyone can access the support they need.”

How to Define Your Vision Statement

1. Project 5–10 Years Ahead

Your vision should reflect your ultimate destination, even if it feels ambitious.

Ask:

• If we’re wildly successful, what will the world look like because of us?

• What do we want to be known for?

2. Make It Inspirational

It should excite your team and stakeholders. Avoid clichés make it specific and motivating.

3. Examples of Strong Vision Statements

• LinkedIn: “Create economic opportunity for every member of the global workforce.”

• Patagonia: “We're in business to save our home planet.”

How to Define Core Company Values

Values guide decision-making, behaviour, and hiring. They should be authentic, non-generic, and measurable in action.

1. Brainstorm With Your Team

Hold a session with leadership or team members:

• What behaviours do we reward?

• What actions do we avoid?

• What would get someone promoted or let go?

2. Use Real Words, Not Corporate Buzzwords

Avoid vague terms like "integrity" unless you clearly define what that means in context.

3. Limit to 3–6 Values

Too many = no clarity. Each value should be:

• Named (e.g., “Ownership”)

• Defined (“We take responsibility and don’t pass the blame.”)

• Supported with behaviors (“We follow through. No ghosting, ever.”)

Sample Mission, Vision & Values for a Small Business

Business: Eco-Friendly Cleaning Services

• Mission: To deliver non-toxic, eco-conscious cleaning solutions that protect both families and the environment.

• Vision: To lead the movement toward sustainable living in every home and business.

• Values:

  • Accountability: We show up on time and take pride in our work.

  • Eco-Consciousness: We reduce waste, reuse, and recycle at every opportunity.

  • Trustworthiness: Our clients' safety and satisfaction come first.

Tips for Making MVV Meaningful (Not Just Pretty Words)

1. Involve Others: Don’t do this alone. Founders, senior leaders, and long-term team members should be involved.

2. Use Real Examples: Tie values to stories or employee behaviours to make them relatable.

3. Test It Internally: Ask employees do these statements feel true to how we operate?

4. Make It Visible: Feature your MVV in your onboarding, website, job descriptions, and staff meetings.

5. Live It: Hire, fire, and reward based on your values. If not people will stop believing in them.

Final Checklist for MVV Development

Your mission, vision, and values are more than a branding exercise — they’re your compass. When done right, they’ll give your team purpose, your leadership clarity, and your customers trust. Start with intention, involve your people, and commit to living them out every day.