Mission, Vision and Values Statement
Reference model
Mission, vision and values: why we exist, where we are heading, and how we behave.
About this model
A way of stating an organization's purpose (mission), the future it wants to create (vision) and the principles that guide behaviour on the way (values), so that strategy and culture point the same way.
Originator not stated.
How to read it
- Mission: the organization's purpose today, covering what it does, for whom and why.
- Vision: the desired future state, which should be ambitious but recognisable to staff.
- Values: the few principles that guide behaviour, each shown by something people actually do.
- Read left to right as purpose, direction and conduct, and check that each supports the others.
What this does
Defines the core purpose, long-term aspirations, and guiding principles of an organization so leaders can align stakeholders and test strategic decisions against them.
When to use it
Use it when establishing or refining the foundational elements that guide an organization's strategy and culture, for example after a merger, a change of strategy or a leadership change.
Not when: Do not use it as a fix for urgent tactical or operational problems, or when leadership has not yet agreed on what the organization does and for whom.
What happens next
Develop a strategic plan with objectives and measures that follow from the mission, vision and values, then communicate the statements and build the values into hiring, reviews and decisions.
Golden thread
Builds on ←
- Stakeholder analysis
- SWOT analysis
- Current strategy review
Feeds into →
- Strategic plan
- Strategic objectives
- Culture and communication plan
Use this tool, free
Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.
Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.