Marketing Crash Course #2: Mission and Vision

Hopefully you enjoyed doing the core values exercise in the first lesson and are ready to move on to the next step. My mentee, Logan is already ahead of me so I thought I’d better move on quickly.

Now that you have your core values list, you have found some language that describes how you feel about yourself and what you represent. I imagine that these values are in tune with your motives so now it shouldn’t be too difficult to create a few sentences that convey your feelings and your ideas to others.

The ‘mission, vision and values’ are part of what is referred to as the ‘DNA‘ of a company or organisation. You can apply this same concept to your project. Doing this can help to create guidelines or a ‘manifesto’ which you can refer back to from time to time. This may be especially helpful when you need to make important decisions, e.g. “Is this new idea/concept/purchase/change in thinking congruent with my mission, vision and values?”.

There’s no need for me to write a post about the difference between a mission and vision statement because the internet is full of them. I just found this one by Lindsay Kolowich which might be a good place to start. She provides some examples of both and breaks down each one.

My advice to you would be to make your statements meaningful, simple and easy to understand. You don’t want it to be long-winded and stiff as it won’t be very compelling to others, nor inspiring to you. Use your own voice and language of the community who will be engaging with you. The statement should be potent and easily understood by your audience.

OK, so this is your next task: Write a vision and mission statement and ask some people in your target group to give you some feedback on it. You might also like to have a look at the websites of brands and businesses you like to see if they have a mission and vision statement or some kind of manifesto that they share with their stakeholders.

Have fun and I’ll see you for part three soon.



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