Vision, Mission and Purpose

Every new year brings with it the opportunity to reevaluate and reawaken your goals and dreams for your business and life. One of the best ways I know to do that is to revisit the vision, mission and purpose of your business.

For most businesses, the first quarter of the year can be a quiet time, making it ideal to go back to basics. Here is an excerpt from my book: Small Business Success for Women that will guide you through revising, renewing, or newly creating what should be the foundation you build your success on.

The purpose of Vision, Mission and Purpose statements are threefold. First, your statements articulate and make tangible the overarching reason for the existence of your business.

Second, they serve as a powerful inspiration tool. Think about the times you are low on energy, overwhelmed or wondering why you’re in business in the first place. These are all common occurrences for an entrepreneur. What will you draw upon to get you through and re-energized yourself? What might happen if you have nothing to draw on?

And third, these statements become an excellent communication vehicle for the individuals you encounter, from customers, to loan officers. Think of the power behind a business that clearly communicates its reason for being.

Vision Statements

Let’s distinguish your company’s Vision Statement from the vision essay you created in lesson one. The intention of the exercise in lesson one was to serve as an internal tool for capturing your own thoughts and desires about what you’re creating. It serves as a creative way to brainstorm and begin to make your dream real.

A Vision Statement is an external tool used to communicate with the public. It paints a compelling picture of the future position of the company. It’s designed to inspire awe in the reader as well as set the tone and course for those involved in executing the mission of the business.

Both your internal vision and your Vision Statement should represent the big picture. When you connect to that, in either form, as your source of energy, there’ll be no stopping you. Here are a few examples of Vision Statements:

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Compass Life And Business Designs sees a world where women have fully stepped into their power. They see a world transformed because women are applying their gifts.

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Mission Statements

Mission statements define how you will accomplish your vision. It represents the company’s commitment. Your mission statement should embody the vision and values of the company. Mission statements are where you start to show how your dream is going to become a reality. Here are a few examples of Mission statements:

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Path of Purpose Coaching helps individuals get what they want and live a balanced life and assists entrepreneurs to thrive in their business while crafting a life that’s in absolute alignment with their values.

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Compass Life And Business Designs teaches women. It wakes women up, reintroduces them to their potential, and challenges them to use it.

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Toastmasters International is the leading movement devoted to making effective oral communication a worldwide reality. Through its member clubs, Toastmasters International helps men and women learn the arts of speaking, listening and thinking – vital skills that promote self-actualization, enhance leadership, foster human understanding, and contribute to the betterment of mankind.


Purpose statements tie it all together. Purpose statements convey the reason you’re in business. Purpose is born of passion. Purpose feeds vision and therefore mission. Traditionally, purpose is usually defined as “why you’re here on earth” or, how you express your gifts and talents.

I invite you to consider a wider definition of purpose. Think about Purpose as being the expression of who you are in the most authentic form. Purpose is about and informs, “Who I am” distinguished from “what I do”.

Here is an example of two different Purpose Statements from each of the two perspectives. Doing versus being:

I am in business to influence people and to help them remember their dreams, overcome their obstacles, and use their potential. My purpose is to change the world, one person at a time.

My life of purpose is a life of courage, creative expression, awareness and abundant possibility through clear, compassionate love and service.

One statement orients toward doing or expressing, the other toward the simplicity of being. They’re both powerful. They both take each other into consideration. Who must you have to “be” to accomplish “changing the world one person at a time?” And conversely, what would you want to do, if you were in touch with being “compassionate love and service?”

Now it’s YOUR turn. Dig out and dust off your Vision statement. Make the time and space in to cultivate and nurture your purpose as well as your vision and mission. It will be an endless source of inspiration and a powerful reminder when you’re up to your elbows in business life.

It’s YOUR life…imagine the possibilities!

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