These 3 words will help to keep you motivated and will help you to achieve much more in your business.

I recently spent 2 days at an event with a room full of accountants. As exciting as this sounds, it was actually quite enlightening.

These accountants had been through a 12 month program to help them develop their accounting practices and firms, and they were sharing some of the main benefits they received from the program. It turns out that most of them mentioned developing and getting clear on their Mission, Vision and Values as providing a foundation for the growth of their businesses.

They found that getting clear on these 3 areas gave them more focus and clarity, it gave them more energy, plus it made it easier for them to attract better people. They were able to communicate where their business was going and also assess whether new recruits and current people were the right fit for the business – did they fit the desired values and culture that the owners were trying to create.

Mission (or Purpose) – This is your “WHY”. Why are you in business, and this is not to make $xxx. Ask yourself why does your business exist and what is it here to help others with – this could be your customers or the wider market/sector. This is an important concept to ponder and think about, and we have included some good examples from well-known businesses .

Vision – This is a statement that describes what your business or achievements will look like in the longer-term future (5, 10 or 20 years). For example, it could describe the size of the team, the services that you provide, the geographical area that you cover, the type of customers that you have, etc.

Values – These are the words that describe the principles and behaviours that are important to you. How do you want your team to behave when dealing with each other and when dealing with your customers?


Mission Vision Values Worksheet

Click here to download a worksheet that you can use to develop your own Mission, Vision and Values.


Examples of Mission Statements


“To build the Web’s most convenient, secure, cost-effective payment solution.”


“To enrich people’s lives with programmes and services that inform, educate and entertain.”


“To organize the world’s information and make it universally accessible and useful.”


“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”


“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”


By Anil Puri

  1. Thank you Anil – this is the clearest differentiation between ‘mission’ and ‘vision’ I’ve ever read. I’ve always struggled – believe it or not – to get the difference clear in my head so that I could work out what mine were. No excuses now!

    Cheers and thanks


    • ninepillars

      Many thanks for the feedback Jenny. Yes, mission and vision can be quite confusing and interchangeable. I’m glad that this helps you.

  2. Excellent information! Thanks, Anil!

    • ninepillars

      Many thanks for the feedback Mihiri. I’m glad that you enjoyed it.

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