One of the most avoidable mistakes when creating a new business is not focusing your efforts from the beginning.

You get an idea, you are super passionate, then a month later, the idea has morphed into something unrecognisable, you have done a month’s worth of work that no longer applies and, somewhere along the way, you’ve lost your passion and are sitting there wondering how that happened.
This happens a lot when you don’t sit down and try to breakdown what you want to accomplish in the long run, and that’s where vision statements and mission statements can help.  They are building blocks for the rest of your business journey!

What is a Vision Statement?

I’ve simplified it to “Vision Statements are the Future.”  Ask yourself, “where is my business heading, what are my long-term goals, and what is the ‘perfect’ version of what you are trying to do?”

Vision = looking forward

Some great examples of vision statements are Alzheimer’s Association: “A world without Alzheimer’s disease”, Google: “organize the world’s information and make it universally accessible and useful” or Instagram: “capture and share the world’s moments.”​Vision Statements should be short and memorable; they are no longer than a line or two.


What is a Mission Statement?

“Mission Statements are the Present.”  Why does your business exist, what do you stand for, what culture are you creating for your employees and clients?

Mission = what your business is doing day-to-day that upholds your values and purpose

Some examples of short mission statements are American Express: “We work hard every day to make American Express the world’s most respected service brand”, Tesla: “To accelerate the world’s transition to sustainable energy” and Invisible Children: “To end violence and exploitation facing our world’s most isolated and vulnerable communities.”Not all mission statements have to be that short, however.  Goodwill has “Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”  It’s still one sentence technically, but it is much more detailed. 

​You can go with whoever works for you, and these aren’t set in stone.  If you reach a point in your journey that you feel your business should head in another direction, or your goals have changed, you can re-evaluate your statements.  However, having these established early on lets you make better decisions on where you spend your time, if something is ‘on brand’ and if you want to offer certain services or products.

My Vision 

To help make life easier by freeing up our schedules

My Mission

To enable clients to do what they need to do,​when and where they need to do it. 

My Values

Efficient, reliable service with patience and commitment.


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