Mission Statement - A company's mission should be able to reflect its ethics and values with its goals in a usually short statement between a sentence and a paragraph. The mission should always remain present tense and as such should always be changing with the company and its purpose at all times. The best way to develop your mission is to identify your USP, or even an original idea you may have, and then combine it with a realistic measurement of success to create a clear guideline for your full statement.
Vision Statement - A vision statement should be a snappy sentence which highlights a company's purpose alongside its aspiration goals. The vision is usually set in stone and remains the same through time, so the aim is for the business to aim high for their vision and really push the limits of their purpose and values. The best way to create this is to look at your mission and identify what your overall aims are for the betterment of the world and its people, more importantly your customer base. This future focus should be combined with a set of striking and memorable values to create a short sentence to drive home your goals for the future.
Values - values should be a set of joint factors shared by you, your employees and your customers which work towards the legitimacy and route for your mission. A company will usually employ around 4 of these as a way of showcasing clear goals while also showing a range of values for people to buy into, and values should be used as a prioritisation of sorts in what you set out to achieve through your business.
References -
Mindtools - what are your values; mission statements and vision statements
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