Vision, Mission & Values
                     VISION, 
MISSION & 
VALUES
INTRODUCTION
The mission, vision, and values 
statements are the guiding 
forces behind an organization. 
The mission statement 
communicates the purpose of 
the organization. The vision 
statement provides insight into 
what the company hopes to 
achieve or become in the 
future. The values statement 
reflects the organization’s core 
principles and ethics. 
Source: www.batonglobal.com
MISSION 
STATEMENT
A mission statement is a 
concise explanation of the 
organization's reason for 
existence. It describes the 
organization's purpose and its 
overall intention. The mission 
statement supports the vision 
and serves to communicate 
purpose and direction to 
employees, customers, vendors 
and other stakeholders. 
Source: www.shrm.org
VISION 
STATEMENT
A vision statement looks 
forward and creates a mental 
image of the ideal state that 
the organization wishes to 
achieve. It is inspirational and 
aspirational and should 
challenge employees.
Source: www.shrm.org
VALUES 
STATEMENT
A values statement lists the 
core principles that guide and 
direct the organization and its 
culture. In a values-led 
organization, the values create 
a moral compass for the 
organization and its 
employees. 
Source: www.shrm.org
STRATEGIC 
PLANNING
Establishing the vision, mission 
and values is also an ongoing 
process of review to ensure 
that they are still relevant for 
the current challenges and 
environment. 
Many organisations find it 
useful to review these at the 
start of their process of 
strategic planning.
Source: www.shrm.org
WHY THIS IS 
IMPORTANT?
The Management Committee 
must ensure that the 
organisation operates in a way 
that is consistent with its 
vision, mission (or purpose) 
and values (or ethical 
principles). This should be the 
basis for planning, monitoring 
and reviewing all activities, 
expenditures, policies and 
decision-making.
Source: www.shrm.org
REVIEW THE 
VISION, MISSION 
AND VALUES
In order to be able to review 
the vision, mission and values, 
committee members need to 
be familiar with the current 
vision, mission and values and 
these need to be periodically 
reviewed in light of changing 
circumstances.
Source: www.shrm.org
ENCOURAGE 
TEAMWORK
Teamwork helps everyone align 
with the goal of creating a 
mission or value statement. 
Encourage employees to work 
together and discuss each item 
in detail.
Source: www.indeed.com
LISTEN TO YOUR 
CUSTOMERS
Your customers can tell you 
what they want or expect from 
the company and its products 
or services. Listen closely to 
their comments and reviews to 
better align with their values 
and create a more inclusive 
business.
Source: www.indeed.com
LOOK AT 
COMPETITORS
Your competitors are trying to 
reach similar goals and may 
already have established their 
values, mission and vision. 
Look at the competition to 
better align yourself with 
industry standards or set 
yourself apart to appeal to new 
customers.
Source: www.indeed.com