Position Yourself Strategically: Have a Clear Vision, Values and Mission

All successful entrepreneurs have a vision for their businesses. When you have a clear vision for your organization or business, you can work backward, identifying what you need to ensure success.

Identifying Your Vision, Values, and Mission

Vision.
For many, the visioning process is random and unfocused. Successful businesses and entrepreneurs focus their clearly articulated vision. A vision comes from your soul and touches your heart. You must be emotionally moved by your vision to overcome rough times. Vision itself represents an imaginary future, but must be firmly rooted in the present. Your vision should influence your actions and decisions today.

A true vision has practical, immediate applications. For example, if your vision is to start a business that helps the environment, you are probably already environmentally conscious, practicing actions to reinforce “green.” Defining your vision forces you to look ahead. It provides a driving, unifying energy for your decisions and resources.

Make sure your vision statement is clear, specific, and simple. To get started, answer these as if it is five years from today:
• You are invited to appear on a talk show. What will the hostess say about you when she introduces you to her audience?
• You are given an award for your achievements and contributions. What will the award say?
• You attend your high school reunion. Your former high school principal asks you what you do for a living. How will you respond?

Values.
Values go hand in hand with vision. Values affect actions and decisions. They establish how you expect to be treated. Because values are tied to your belief system, they form the bedrock of your moral system. As such, they create meaning in your speaking business and provide guidance on how to treat others. List your organization's or business’s core values and corresponding behaviors. For example, “Respect. I listen to others’ points of view before expressing mine.”

Mission.
Mission creates purpose and is based on values. A mission is a clear statement of what your business purpose is.

A mission statement encompasses your motives and reasons for doing business and reflects your unique talents, skills, and contributions. It tells why you do what you do. A thoughtful mission statement provides strategic direction. Consider the following topics when you define your mission.
• The business
• Products and services
• Customers/clients
• Profit objectives
• Obligations to employees
• Relationships with suppliers
• The environment
• Organizational communications
• Growth

Integrating Your Vision, Values, and Mission

Vision, values, and mission form a strategic basis for your organization or business. Communicate your vision, values, and mission to all your stakeholders. Suppliers can suggest products and services that better meet your needs. Your board of advisors and mentors can make more meaningful recommendations. Your clients and customers can appreciate what you stand for and can support you.

Setting Ethical Standards

Vision, values, and mission drive your business’s ethical standards. Try these steps:
1. Publish your vision, values, and mission statement.
2. Act according to your published values.
3. Clearly define your business’s policies and lines of responsibility.
4. Weigh all decisions against your published vision, values, and mission to ensure consistency.

Successful businesses have a code of ethics. Codes help you consider consequences of decisions and actions about your business, employees, and community. Vision, values, mission, and ethics help you keep your organization or business on track and keep you moving toward your dream.