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June 2024

Tips to define values, purpose, vision and mission

The benefits of a well-defined set of values and a compelling mission inspire employees and attract customers.  It can also give direction, structure and help with decision-making.

Consider values as your north star, anytime you are in doubt or lost they keep you right and give you direction. They represent your beliefs and guiding principles.

If you want to know how to identify your values, here are some tips:

  • Find a list of values to get inspiration – look at Brene Brown’s list HERE
  • Make sure that the values you choose align with your brand, mission and purpose
  • Gather input from employees, stakeholders and even customers. Their insights will ensure that your values and mission resonate across your organisation and with your target audience
  • Select between 3-5 values (prioritise and define)
  • Break down the values attaching a description, key behaviours and what they are not

Finally, align your values to your business strategy and culture. Values now will help you with business decisions and performance but also to define the attitude and behaviours expected within the workplace.

Now that we have the values let’s focus on purpose, mission and vision:


It is the reason why the business exists.

Questions to help you to identify your purpose: why does your business exist? What does it offer that it will make it stand out?


It is what you do and how you do it

Questions to help you develop your mission: what does your company do? Who do you serve? How do you deliver value?


It is what you want to achieve in the long term

Questions to help you develop your vision: what kind of impact do you want to create? How do you see your business in 5-10years? How do you want to position your business?

Developing and embedding values, vision and a mission statement is not a one-time task but an ongoing process that evolves with your business. These elements provide a roadmap for your company’s journey, fostering a cohesive culture and driving strategic success.

By clearly articulating what you stand for and why you exist, you lay the foundation for a resilient and purpose-driven organisation.