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Breaking Down Mission, Vision and Value Statements for Small Businesses

Running a small business means wearing many hats, and one of the most important roles involves setting clear, strategic directions. This is where your mission, vision, and value statements come into play. Each serves a specific purpose, acting as the guiding star for your business's journey. Let's break them down in a simple, relatable way to see why they're so crucial for your success.

What's a Mission Statement?

Think of a mission statement as your business's day-to-day playbook. It clearly states what you do, who you do it for, and how you do it best. This is about your present: the core of your current operations and goals.

Example: If you run a local bakery, your mission statement might be, "We delight our community with high-quality, homemade baked goods served with a personal touch."

What's a Vision Statement?

A vision statement is your business's dream for the future. Where do you see your business going? This statement is all about aspiration, setting a long-term goal that inspires you and your team to reach higher.

Example: For the bakery, a vision statement could be, "To become the heart of our community, where every visitor feels like family, one delightful pastry at a time."

What's a Value Statement?

Your value statement is your business's moral compass. It outlines the core principles and ethics that guide how you operate. Unlike the mission or vision, this statement focuses on your business's soul.

Example: For the same bakery, a value statement might be, "We commit to sustainability, supporting our local community, and spreading joy through our culinary creations."

Why Are These Statements Important?

  • Direction and Inspiration: Your mission statement sets the immediate course, the vision statement points to the future, and the value statement keeps your business grounded in its principles.

  • Culture and Identity: These statements help cultivate a strong, cohesive culture that attracts both employees and customers who share your values.

  • Strategic Alignment: They ensure all your business decisions and strategies are not just practical but also ethical and forward-looking.

  • Stand Out in the Market: Clear statements make it easier for people to understand what your business stands for, differentiating you from the competition.

Tips for Crafting Your Statements

  • Involve Your Team: These should reflect your whole team's collective perspective and aspirations, not just the top leaders.

  • Clarity is Key: Use simple, straightforward language that resonates both inside and outside your business.

  • Stay True and Authentic: Make sure these statements genuinely represent what your business stands for.

  • Keep Them Fresh: As your business evolves, revisit your statements to ensure they still align with where you are and where you're heading.

Understanding and articulating your mission, vision, and value statements isn't just corporate fluff—it's about setting a foundation for meaningful and sustainable growth. Take the time to craft these thoughtfully and watch as they transform your strategy and help your business flourish.



Real Life Examples

Don't just take our word for it—look at the world's leading companies. They all rely on clear mission, vision, and value statements to steer their strategies, especially during their critical start-up phases. These statements have been crucial in reminding them of who they are, where they aim to go, and how they plan to get there.


  • Mission Statement: "To bring the best user experience to its customers through its innovative hardware, software, and services."

  • Vision Statement: "To make the best products on earth, and to leave the world better than we found it."

  • Value Statement: Apple values include environmental responsibility, user privacy, inclusion and diversity, and high-quality materials and craftsmanship.


  • Mission Statement: "To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)"

  • Vision Statement: "To remain the most authentic, connected, and distinctive brand."

  • Value Statement: Nike emphasizes values such as diversity, community impact, and innovation.


  • Mission Statement: "To empower every person and every organization on the planet to achieve more."

  • Vision Statement: "To help people and businesses throughout the world realize their full potential."

  • Value Statement: Microsoft values integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect.


  • Mission Statement: "To organise the world's information and make it universally accessible and useful."

  • Vision Statement: "To provide access to the world’s information in one click."

  • Value Statement: Google’s values include a focus on the user, fast and great services, democracy on the web, making money without doing evil, and having fun at work.

Meta (Facebook)

  • Mission Statement: "To give people the power to build community and bring the world closer together."

  • Vision Statement: "People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them."

  • Value Statement: Meta values meaningful connections, being bold and taking risks, focusing on impact, being fast, being open, and building social value.

Need help?

Understand and developing your businesses mission, vision and value statements can transform your business strategy. Don't navigate this alone—let Stratnerd guide you through every step.

Contact us to develop a strategic journey to propel your business forward. Visit us now at and start building a future where your business doesn't just grow, it thrives.

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