Values, Mission, Vision: Your Business Compass

Values. Mission. Vision. For many, these words trigger an eye-roll. We think of generic corporate posters in a breakroom or a forgotten About Us page.

But what if these weren't just fluff? What if they were your most powerful tools for building a business that lasts? When defined with intention, your values, mission, and vision become a practical compass. They guide every decision you make—from marketing to client relations to long-term strategy.

Let's break down how to make them work for you.

Start with Your Values: Your How

Think about the businesses and leaders you respect most. Chances are, it’s not just what they do that stands out—it’s how they do it. Their values come through in the way they treat customers, solve problems, and show up every day.

Defining your own values is the foundation. It’s important because it helps you:

• Stay consistent and authentic in your marketing and communication.
• Make tough decisions with more clarity.
• Attract clients and team members who share your priorities.
• Build trust over the long term.

Here are a few examples to get your wheels turning:

• Integrity
• Creativity
• Accountability
• Collaboration
• Excellence
• Curiosity
• Empathy
• Sustainability

Choose values that feel real and meaningful to you—not just the ones that sound impressive. You don't need a long list. In fact, 3 to 5 clear, well-defined values are usually enough to guide your work and set you apart.

Define Your Mission: Your What and Who

Your mission statement is more than just a sentence on your website. It’s a touchstone that explains who you are, what you stand for, and where you’re headed. The goal is to avoid generic language and create a statement that reflects your unique values and strategic aim.

The basic format for any mission statement includes three elements:

• What your business does.
• Who your ideal customers are.
• How you achieve this.

Here’s how I applied this for Wisteria Solutions:

Instead of starting with generic phrases, I broke it down using that three-part formula and infused my core values (like Creativity, Intention, and Empowerment).

• What I do: Provide marketing and communication consulting.
• Who I serve: People and businesses ready to grow and thrive (specifically B2B companies).
• How I do it: With grounded, thoughtful strategy, transferring knowledge, and supporting transformation.

The result was this mission statement:

Wisteria Solutions helps people and businesses grow into their full potential and thrive by providing grounded, thoughtful marketing and communication solutions. My mission is to build strong foundations, transfer knowledge, and support transformation—always with clarity, creativity, and intention.

This statement now guides my business decisions and helps me attract clients who value the same things.

Set Your Vision: Your Why and Where

If the mission is your what and how (your present path), the vision is your why and where (your future destination).

It’s the ultimate impact you want to have on the world. It’s the north star that keeps you going when the day-to-day gets tough.

A strong vision statement is:

• Aspirational: It's the big-picture dream.
• Clear: Anyone can understand it in a single sentence.
• Motivating: It should inspire you and your team.

Think of it as the answer to this question: If my business is perfectly successful, what will the world look like?

Here is the vision statement I created for Wisteria Solutions. It's the future I am working to create:

To become a trusted guide and strategic partner for purpose-driven businesses and individuals, offering clarity, creative insight, and empowering tools that inspire lasting growth.

This statement defines who I want to impact ("purpose-driven businesses and individuals") and the ultimate result ("inspire lasting growth"), all while connecting back to my core values.

From Slide Deck to Strategy

Let's recap:

• Values: Your non-negotiable beliefs (your how).
• Mission: Your core purpose and plan (your what and who).
• Vision: Your ultimate aspiration (your why and where).

Taken together, these are far more than just a slide in a presentation. They are your strategic compass. When you feel stuck or pulled in too many directions, return to these statements. They will provide the clarity you need to move forward with intention.