Putting the Pieces Together

June 11, 2022

Writing a company’s mission, vision and values is like doing a puzzle without knowing what it will look like until it’s done. You keep snapping pieces together until the picture reveals itself.

It’s not a quick or simple process. Luckily, there are a number of great frameworks out there to help you distinguish one from the other. The key is finding words that are meaningful, memorable, emotional and relatable.

Far too often, we settle for language that is either too bland or too specific. When our words are too general, it’s hard to grab onto the uniqueness of your brand. On the other hand, when they’re packed with complex words and jargon, it becomes difficult to remember or feel emotionally connected to it.

Avoiding these common mistakes starts with listening. Ask people what they think it is and listen for the words that rise to the top. Also, don’t be afraid to sit with it for a minute. Time is money, right? However, in the case of getting to the heart of your mission, vision and values, sometimes letting it sit for a moment saves far more time and money.

Finally, once your mission, vision and values are complete be thoughtful about how you launch them to your team. I learned early on in my purpose work about the value of communicating your purpose. Doing the work to uncover and write your MVV are only the first step. The key is sharing it will others.

Additional Resources: Mission, Vision, Values

If you’re working on your mission, vision and values or are in the V/TO stage of Traction, drop me a line and let me know how it’s going. Here are a few podcast episodes you might find helpful in meantime: 

Ep. 3: Writing a Good Purpose Statement
Ep. 4: Launching Your Mission, Vision + Values
Ep. 9: Standing Out in a Cluttered Market
Ep. 16: The Art of Listening 
Ep. 21: A Mindful Approach to Business with Jason Garvale



Your email address will not be published. Required fields are marked *



Karen Bailey is a brand purpose consultant and specializes in helping companies define their purpose and align their business around it. In 2017, she launched the blog, Purpose Greater Than Profit, to start a meaningful conversation about the increasingly important role of brand purpose, purposeful leadership and a better way of doing business.


Something went wrong. Please check your entries and try again.

Sign up for short weekly emails designed to help you grow your business on purpose.

Something went wrong. Please check your entries and try again.