ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Mission Statements

Updated on August 31, 2017

Mission, vision, values: who needs them?

Another Squidoo lens by Paul Hassing.

I'm a business communications copywriter.

Last quarter, two clients asked me to optimise their mission, vision and values (MVV) statements.

Here's what I learned from the process.

The importance of perfection

Every communication builds or erodes an organisation's brand. Therefore, every communication must be perfect.

Perfect in this context means clear, concise, correct and effective.

Clear, concise and correct are relatively easy.

Effective is harder, as it depends on the communication's audience/s.

Who we're speaking to

I believe the audiences (in order of importance) for an MVV communication are:

1. Workers

A. Managers

B. Staff (current & future)

C. Students

2. Customers

A. Corporate

B. Government

C. Not for profit

3. Backers

A. Suppliers

B. Partners

4. Watchers

A. Media

B. Public

C. Industry bodies

D. Competitors

Pleasing everyone

Defining multiple audiences is one thing. Connecting with all of them is much harder.

The greater the audience diversity, the more generic the language must be (so we don't offend).

Yet in offending no-one, we may touch no-one, defeating our purpose.

The good news is that a relevant, truthful message, expressed in clear, concise and correct language, has very broad appeal.

If you have the message, we just need the language.

A defining moment

To judge MVV objectively, we must define them. While my research produced many varied definitions, there were common themes.

My favourite (and happily shortest) definition was the University of Southern Queensland's:

Mission: What the organisation exists to do.

Vision: What the organisation is aspiring to become.

Values: The philosophy of the organisation which shapes its approach to its task.

If you agree with this definition, you should also agree that mission (which deals with the present) should precede vision (which deals with the future).

Some organisations reverse these, so I'm keen to nail that point.


Mission: To give elderly people opportunities to enjoy life fully.

Vision: To set the global standard in elderly support.

Values: Enterprise. Originality. Sustainability. Inclusion. Honesty.


Use the fewest, shortest words for maximum clarity and concision.

Use active language and lean, clean present infinitive tense.

Express values as nouns, which sound stronger than adjectives in this case.

Don’t repeat values in the mission or vision.

Don’t use ‘aim’. Like ‘committed to’, it sounds wishy washy. Rather, say what you are doing and will do.

Order the values logically. If you were explaining them at a BBQ you could say: ‘In doing enterprising things, we often create or adopt new ways. Our results are viable and lasting. We include everyone and we’re completely trustworthy’.

Why bother?

The wrong reason to have MVV statements is because everyone else does.

The right reason is to inspire the best reactions from all audiences.

In other words, if we get the MVV right, your:

Workers will know where they’re going, love what they’re doing, make good decisions and strive to achieve brilliant successes.

Customers will hear about you, be attracted to your services and benefit enormously from them.

Backers will delight in their association with you and give you their all.

Watchers will report, relate and recommend you around the world due to the high quality of your work.

What do YOU think?

    0 of 8192 characters used
    Post Comment

    • PaulHassing LM profile imageAUTHOR

      Paul Hassing 

      7 years ago

      @chrissuard lm: Thank you kindly for your generous comment and visit. :)

    • chrissuard lm profile image

      chrissuard lm 

      7 years ago

      Thanks for making this information available to everyone. Blessed!

    • PaulHassing LM profile imageAUTHOR

      Paul Hassing 

      8 years ago

      @PrepaidPlans: I must say I agree with you. Thanks very much for adding your voice to our debate! :)

    • profile image


      8 years ago

      Having worked in many organisations I think they look great on stationary etc but unless the business can really breath this stuff then staff just forget about it.

    • PaulHassing LM profile imageAUTHOR

      Paul Hassing 

      8 years ago

      @CCGAL: Thank you, CCGAL, for kicking off this lens in style with your duel contribution and kind comment. I greatly appreciate your visit. Best regards, P. :)

    • CCGAL profile image


      8 years ago

      Can't imagine a successful business not having a mission statement to guide and direct. More than just a motto, it's a vital part of the vision of success. Nice job on this lens!


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)