Why Are You in Business? Creating Your Mission, Vision, and Values Statements
Most large businesses have developed mission, vision, and values statements to guide them and inform stakeholders about their company’s strategic direction. Going through this exercise is a wonderful idea for even the smallest businesses.
A company’s mission statement includes its core purpose and desired impact for employees, customers, owners, and other stakeholders. A vision statement defines what the company wants to be. A values statement describes what the company stands for.
It’s a perfect activity for business owners to answer and remember why they built the business in the first place. It also serves to correct and re-align the business’s trajectory.
Mission Statement
Start by asking what impact you want your business to have on the outside world. Here are some mission statement examples that are frequently quoted:
- Harley-Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.
- Disney: The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.
- Nike: Nike exists to bring inspiration and innovation to every athlete in the world. Our purpose is to move the world forward through the power of sport—breaking barriers and building community to change the game for all. If you have a body, you are an athlete.
Notice how each one is short and simple to understand. They focus more on the big-picture benefits the company brings to customers and less on how they will do it.
To write your own mission statement, ask yourself what your business’s purpose is and how you will impact your customers’ lives with your products and services.
Vision Statement
A vision statement is big, bold, and futuristic. What do you want your company to be?
Here are a few examples:
- Harley-Davidson: Building our legend and leading our industry through innovation, evolution, and emotion.
- Deloitte: We aspire to be the Standard of Excellence, the first choice of the most sought-after clients and talent.
- Amazon: Amazon strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.
What do you want your company to become? That’s your vision statement.
Values Statements
Values statements are typically a set of adjectives or statements that answer what the company stands for. They can be in the form of leadership principles, core values, or a similar format.
These days, they often include values on environmental, social, climate, global, human rights, diversity and inclusion, sustainability, and many other current issues. They can take the form of additional strategic statements on each one of these issues.
Sample values statements can be found in the company’s annual report, as well as in the about or company section of their website.
Here are some examples:
Harley-Davidson Principles:
- Communication – Communicate with purpose, structure, facts and inspiration
- Agility – Accelerate, innovate and thrive in a rapidly changing environment
- Impact – Focus on impact, not process, and be outcome driven
- Simplicity – Pursue the simplest path to achieve each outcome
- Speed – Don’t let perfection get in the way of process and pace
- Culture – Be fair, honest, positive and creative. Strive to win and have fun.
- Courage -Take risks and go against the norm
- Judgment -Think strategically and make informed decisions
- Focus – Focus on a short list of meaningful opportunities that build desirability
- Lean – Maximize impact with limited resources
Coca-Cola Behaviors We Focus on:
- Curious
- Empowered
- Inclusive
- Agile
Merck Values:
- Patients first
- Respect for people
- Ethics and integrity
- Innovation and scientific excellence
Your mission, vision, and values statements will help you communicate the qualities of your business. When hiring, it can help you determine if a candidate’s individual values align with the core corporate values, and with customer acquisition when prospects see what your company is about. It can also help you remember your roots and why you work so hard every day.
We’d love to hear from you when you write up your mission, vision, and values statements!
Our Latest Insight
Defining Roles, Authority, and Accountability Partnerships struggle most when responsibilities overlap or remain vague. Each participant should understand their scope of authority, operational duties, and decision-making rights . Consider how daily choices will be handled. Determine who oversees operations, who manages finances, and who represents the organization externally. Clarity supports efficiency and reduces friction. Written definitions also help when circumstances change. Growth, staff additions, or market shifts can test informal arrangements, while documented expectations provide stability. Capital Contributions and Ongoing Commitments Money is often the most sensitive topic in any business partnership agreement. Initial contributions should be clearly documented, including cash, assets, or services provided at the start. Equally important is understanding future commitments. Decide how additional funding needs will be handled. Will partners contribute proportionally, seek outside financing, or pause expansion plans? Addressing these questions upfront avoids resentment and protects working relationships. Transparency around financial considerations builds confidence and aligns priorities. Profit Sharing, Draws, and Cash Flow Planning Sharing profits seems simple until timing and distribution enter the conversation. Agreements should outline how earnings are allocated, when distributions occur, and what happens during lean periods. It is also wise to distinguish between compensation for active involvement and returns on ownership. Mixing the two can cloud performance discussions and strain cash availability. Clear policies help ensure stability, especially when one partner depends more heavily on income from the organization than another. Exit Paths and Conflict Resolution Even strong partnerships can change over time. Planning for exits does not signal mistrust. It reflects foresight. Outline how ownership transfers occur, how valuations are determined, and what triggers a buyout. Include processes for resolving disputes without disrupting operations. Having a roadmap for difficult scenarios protects both the investment and the people involved. Turning Planning Into Financial Clarity A strong business partnership agreement is more than a legal formality; it's an investment in your business's future and the relationship at its core. The effort you invest in planning now pays dividends through smoother operations, fewer misunderstandings, and stronger trust between partners. However, partnership agreements don't exist in a vacuum. They need to align with your actual financial realities: cash flow patterns, equity structures, and long-term sustainability goals. At First Steps Financial , we help businesses gain financial clarity through fractional bookkeeping and financial consultation services. We’ll navigate the numbers so you can focus on running your business and building a solid partnership. Let's connect.
1. Your Financial Reports Never Match Reality If statements show healthy margins, but the bank balance feels tight, something is off. This disconnect often points to missing entries, timing issues, or misclassified transactions. Start by reconciling accounts monthly. Compare statements against source documents such as invoices, receipts, and bank activity. Consistency creates trust in the numbers and reduces surprises when reviewing performance. 2. You Are Always Behind on Updates When records lag weeks or months behind, visibility disappears. Decisions become guesses rather than informed choices. Create a recurring schedule for updates. Weekly or biweekly check-ins keep information current and manageable. Smaller intervals also make it easier to catch errors early, before they compound into larger issues. 3. Expense Categories Keep Changing Frequent shifts in how costs are labeled make trends impossible to track. Without consistency, comparing periods lose meaning. Establish a clear chart of categories and stick to it. Adjust only when operations evolve in a meaningful way. Stable classifications help reveal spending patterns and support better planning. 4. You Rely on Your Bank Balance Alone Checking available cash may feel sufficient, but it only tells part of the story. Outstanding invoices, upcoming obligations, and recurring commitments are invisible without proper reporting. Use cash flow summaries to understand timing. Seeing inflows and outflows together provides clarity and reduces stress during slower periods. Awareness supports proactive choices instead of reactive ones. 5. Corrections Happen Only During Year-End Waiting until the end of the year to clean up records can feel efficient, yet it often creates confusion and rushed fixes. Important insights are lost along the way. Build in periodic reviews. Quarterly assessments allow adjustments while details are still fresh. This habit improves accuracy and reduces the burden of large-scale corrections later. Turning Clarity Into Confidence Addressing these red flags takes time and discipline, but the payoff is control. Reliable records support smarter pricing, steadier cash management, and calmer leadership. First Steps Financial partners with organizations that want clarity without adding internal strain. Through fractional bookkeeping and financial consultation, our team helps bring structure, consistency, and insight to financial systems so leaders can focus on running their operations with confidence. If you are ready to replace uncertainty with clarity, let’s connect .
Why an Emergency Fund Is a Financial Anchor An emergency reserve exists to protect daily operations when income timing shifts or expenses spike. Unlike growth capital, this money is not meant for expansion, hiring, or upgrades. Its purpose is continuity. Having accessible business savings allows payroll, vendor obligations, and essential overhead to continue even during short-term stress. That breathing room preserves relationships and credibility, which can be difficult to rebuild once damaged. Just as important, it reduces emotional decision-making. Leaders with a cushion can pause, assess options, and choose the most strategic path forward rather than acting out of urgency. How to Calculate the Right Reserve Size There is no universal number that fits every company, but a common benchmark is three to six months of core operating costs for business savings. Start by identifying predictable outflows such as compensation, rent, utilities, software subscriptions, and insurance. Next, evaluate revenue reliability. Organizations with steady contracts may lean toward the lower end of the range. Those with seasonal income or client concentration often benefit from a larger buffer. Also consider access to external funding. If credit lines are limited or expensive, holding more liquidity internally can provide flexibility when timing gaps appear. Where to Keep Your Cash Reserves An emergency fund should be easy to access and separate from daily transaction accounts. Mixing reserve money with operating cash increases the temptation to use it for nonessential purposes. Many companies choose high-yield business savings or money market accounts that preserve principal while earning modest returns. The goal is safety and availability, not aggressive growth. Clear labeling and internal guidelines help reinforce the purpose of the fund so it remains untouched unless a true disruption occurs. Common Mistakes to Avoid One frequent misstep is building business savings but never revisiting the amount. As operations scale, expenses rise, and your client mix changes, the business budget should be adjusted accordingly. Another issue is using the fund as a convenience account. Tapping reserves for planned purchases defeats its protective role and can leave the organization exposed when an actual emergency arises. Finally, some owners delay building reserves entirely because margins feel tight. Starting small and contributing consistently is far more effective than waiting for a perfect moment. Building Confidence With the Right Financial Guide Determining the appropriate reserve level and maintaining it over time requires visibility into cash flow patterns and expense behavior. This is where First Steps Financial can serve as a steady guide. Through fractional bookkeeping and financial consultation, our team helps organizations understand real operating needs, set realistic reserve targets, and monitor progress without adding internal complexity. If you want clarity around cash reserves and long-term financial resilience, let’s connect.
