Values, Vision & Mission
Let’s start at the very beginning.
A very good place to start.
When you read you begin with A-B-C.
When you sing you begin with do-re-mi.
— Oscar Hammerstein • The Sound of Music
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The first three notes just happen to be…
When we create our identity and brand — business, nonprofit, professional practice, consultancy, personal, or anything else — we begin with “why-why-why.”
As Simon Sinek explains, “People don’t buy what you do; they buy why you do it.” See my Reading Room summary of Start With Why and link to Simon’s infamous TED Talk.
Similarly, Steve Jobs declares at the launch of Apple’s epic Think Different campaign, “to me, marketing is about values” followed by his observation “our customers want to know what we stand for.” See my Notes from Drydock post and link to Steve’s speech.
And we know intuitively it to be true.
That “WHY” (our what-we-stand-for, reason-to-be, or purpose) is typically expressed in branding & marketing as core values, vision, and mission.
“WHY” is at the center. And from there, all else emanates.
Values
Values reflect the core beliefs that influence your company’s behavior (how the business or nonprofit operates). Values shape culture.
Vision
Vision is the big-picture view of what you want your organization, industry, community, or world to become (the change you want to be). Vision shapes goals.
Mission
Mission is your company’s purpose and what it does (what the business or nonprofit is currently focused on) to drive your Vision forward, in keeping with your Values. Mission shapes actions.
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Watch for upcoming posts in 2024 where I delve deeper into each of the three components of “WHY.”
- Start at the Beginning Part 1: Values
Centering Your Brand — Business, Nonprofit, Professional Practice, or Personal — On Life-Affirming Values - Start at the Beginning Part 2: Vision
Centering Your Brand — Business, Nonprofit, Professional Practice, or Personal — On Aspirational Vision - Start at the Beginning Part 3: Mission
Centering Your Brand — Business, Nonprofit, Professional Practice, or Personal — On Client-Serving Mission
