This document provides information on developing a mission, vision, and values for a business. It defines a mission statement as describing a company's function, markets, and competitive advantages. Examples of mission statements are provided. The vision looks to the future and describes what the organization wants to become. Vision examples are given. Core values specify the attitudes that guide an organization's operations and culture. The document provides exercises to help identify an organization's core values. It emphasizes testing values to ensure they are truly core to the business.

1. Introduction to
Mission,
Vision
& Values

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3. What type of creative
business are you?
• Creative service provider
• Creative content producer
• Creative experience provider
• Creative original producer

4. What type of creative
business are you?
• Creative service provider
Provides creative services for clients,
eg. Advertising / new media agencies,
architectural practices

5. What type of creative
business are you?
• Creative content producer
Includes companies like film and tv producers,
fashion designers and magazine publishers

6. What type of creative
business are you?
• Creative experience provider
Theatre / dance companies, live music promoters
providing experiences that are time / location
specific

7. What type of creative
business are you?
• Creative original producer
Produce one-off originals, artists, craftspeople,
designer-makers

8. What do you do?
• Why do you exist?
• What are your aspirations?
• What matters to you?
• How are you going to achieve this?

9. The Mission
• What do we do?
• What is the reason for our existence?
• What primary products or services do we
provide?
• Who do we provide products or services for / to?

10. Examples
• ―Our mission is to be the consumer‘s first choice for food, delivering
products of outstanding quality and great service at a competitive cost
through working faster, simpler and together‘‖ (Sainsbury‘s)
• "To make people happy‖ (Disney)
• ―To organize the world's information and make it universally accessible and
useful‖ (Google)
• ―To promote and support designer-makers enabling them to establish and
develop their businesses, and create direct access to new markets‖
(Hidden Art)

11. The Vision
• What do we want to become?
• Where do we want to be operating?
• What might we be providing for our customers
when we get there?
• What will it feel / look like, for us / our customers,
when we get there?
• When might we get there?

12. Examples: vision
• ―To be recognised as a valuable, international
platform and meeting place for all designer-
makers‖ (Hidden Art)
• ―A personal computer in every home running
Microsoft software‖
• ―To bring inspiration and innovation to every
athlete in the world.‖ (Nike)

13. The Values
a set of principles or concepts that:
• are based on what an organisation believes in, what it is committed to, and
what sort of reputation it wants to achieve
• describe the manner in which an organisation will operate
• indicate the desired culture of the organisation and the way in which it works
with people
• reflect, on a day to day basis, the behaviours of everyone in the organisation
• can influence an organisation‘s ability to sustain itself over time

14. Examples: values
• Inclusive – offering opportunities and equal access for designer-
makers
• Accessible – products and information are made accessible to all
members and customers
• Innovative – a fully integrated service that through constant monitoring
adapts to market changes and to the specific needs of the designer-
maker community it serves
• Market focused – information and support is focused on the needs of
the market
• Quality care – providing the highest standards of customer service to
all
(Hidden Art)

15. Mission,
Visions
& Values

16. Riskometer Exercise
• Write down as many examples as you can of
times in your life when you consider that you took
a risk (personal or work)
• Place it on the riskometer according to how high
or low you considered the risk to be

17. Session Aims
By the end of today‘s session:
• A clear statement of why your business exists and what it
stands for
• A clearly articulated vision
• The identification and description of
your core values and how these will
inform your business practice

19. Definitions of Success
• Take a few post-it notes (say, up to ten…)
• On each one write a statement, word or phrase which
answers the question: ―What does success mean to me…‖
• What do the post-it notes tell you about
success?
• How might this help you understand your
self and your business?

20. Why Run Your Own Business?
• Take responsibility for your own destiny…
Have a mission
• Make a choice in life…
Define your vision
• Live by your own rules…
Identify your value system

21. Mission Statement – A Definition
“A sentence describing a company's function, markets and
competitive advantages… A mission statement defines what an
organisation is, why it exists, its reason for being.
At a minimum, your mission statement should define who your
primary customers are, identify the products and services you
produce, and describe the geographical location in which you
operate.”
www.entrepreneur.com

22. Cida Co
Mission Statement
• Cida Co exists to help creative people realise
their dreams
• We do this by helping them to acquire the
knowledge, skills, confidence and networks to
fulfil their potential

23. Mission – Examples
• Wal-Mart Stores: To help people save money so they
can live better
• Tesco: To create value for our customers to earn their
lifetime loyalty
• EDF: To bring sustainable energy solutions home to
everyone
• Google: To organize the world‘s information and make it
universally accessible and useful

24. Try It Yourself…
• What does your business do?
• Who is your Customer?
• Make it short & catchy
• Inspiring
• Ambitious
• Differentiating from the competition

25. Why Do You Exist?

26. Vision
Vision without action is a daydream
Action without vision is a nightmare
– Japanese proverb

27. I will come to America, which is the country for
me. Once there, I will become the greatest
bodybuilder in history.......... I will go into
movies as an actor, producer and eventually
director. By the time I am 30 I will have starred
in first movie and I will be a millionaire...... I will
collect houses, art and automobiles. I will
marry a glamorous and intelligent wife. By 32, I
will have been invited to the White House.
Arnold Schwarzenegger

28. The Vision
A Vision Statement
outlines what the
organisation wants to be,
or how it wants the world
in which it operates to be
It concentrates
on the future

29. Cida Co’s Vision 2000-2009
In 10 years‘ time Cida Co will:
• Be recognised regionally, nationally and internationally
as an authority on creative sector economic development
• Be established as a creative company that provides a high quality and
innovative service for local and national govt bodies in strengthening
their local and national economies
• Be recognised by creative entrepreneurs as a trusted and effective
intermediary that supports their ambitions and extends their markets
• Be recognised as a powerful intermediary between creative and
traditional businesses, enriching the work of both with an exclusive
approach to creativity and innovation in entrepreneurial practice

30. Other Vision Examples
• Wal-Mart Stores: To become the worldwide leader in
retailing
• BMW: To be the most successful premium manufacturer
in the industry
• IBM: To be first-and-foremost on any new enterprise data
centre migration shortlist
• Starbucks: To inspire and nurture the human spirit – one
person, one cup, and one neighborhood at a time.
• Nike: To bring inspiration and innovation to every athlete
in the world. If you have a body, you are an athlete

31. Try It Yourself…
• The purpose of your coherent vision of a desirable future
is to focus you on those things you could do now to bring
that future state about.
• Think of all the things that might be possible in a given
time frame. Suggest as many ideas as you can.
• Edit the list to what you are willing to commit to

32. Your Vision
• What is the unmet customer need you are
addressing by your existence now?
• What time period do you want to give yourselves
to affect some change?
• What will be the NEW customer need at the end
of your specified time period?

33. Identifying Your Values
Your Values specify the
agreed attitudes that are
characteristic of the way
staff at your company
undertake their work in
relation to customers,
suppliers, stakeholders,
funders and each other

34. • The ideas and beliefs we hold as special
• The principles or actions which guide our behaviour
• Our highest priorities and deeply held driving forces
• Ideals that guide or qualify our personal conduct
• Help us to distinguish what is right from what is wrong
What do we mean by ‘Values’?

35. Examples of Values…
• Customer Obsession
• Innovation
• Bias for Action
• Ownership
• High Hiring Bar
• Frugality
• Name the company…

37. Exercise
Brainstorm –
examples
of
values

38. Some Examples Of Values
• Altruism
• Autonomy
• Caring
• Challenge
• Collaboration
• Competitiveness
• Conscientiousness
• Courage
• Creativity
• Dignity
• Eco-consciousness
• Equality
• Empathy
• Empowerment
• Excellence
• Fairness
• Friendliness
• Honesty
• Honour
• Independence
• Individuality
• Innovativeness
• Integrity
• Loyalty
• Morality
• Professionalism
• Quality
• Reliability
• Respect
• Spirituality
• Value-for-money
• Wealth creation

39. Have A Go Yourself…
Write down the
values most important to you

40. Exercise
Cut them down to

41. Exercise
Cut them down to

42. Core Values
• Which are the three most important values to
you?
CV 1 ……………………….
• CV 2 ……………………….
• CV 3 ……………………….

43. Are they really core?
• If you were to start a new organization, would you
build it around this core value regardless of the
industry?
• CV 1
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No

44. Are they really core?
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No
Would you want your organization to
continue to stand for this core value 100
years into the future, no matter what changes
are in the outside world?

45. Are they really core?
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No
Would you want your organization to hold this
core value, even if at some point in time it
became a competitive disadvantage—even if in
some instances the environment penalized the
organization for living this core value?

46. Are they really core?
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No
Do you believe that those who do not share this
core value—those who breach it consistently—
simply do not belong in your organization?

47. Are they really core?
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No
Would you personally continue to hold this core
value even if you were not rewarded for holding it?

48. Are they really core?
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No
Would you change jobs before giving up
this core value?

49. Are they really core?
Core Value 1 Core Value 2 Core Value 3
Yes Yes Yes
No No No
If you awoke tomorrow with more than
enough money to retire comfortably for the
rest of your life, would you continue to apply
this core value to your productive activities?

50. • Take each of your values and
test it against the following
questions
• Only if you can honestly
answer Yes to all questions is
this value truly ‗core‘ to you and
your business
Then…

51. Test Your Values
• I could not work with people who did not share this value
• I would hold this value even it became a competitive
disadvantage
• If I woke up tomorrow with enough money for the rest of
my life I would still live by this value
• I would turn down work if it conflicted with or
compromised this value

52. To Summarise
Your personal values, energy and ambitions are
going to define your working environment...
and will make the difference between your
business and others

53. You are the masters of your
own destiny

54. Learning Outcomes
• A clear statement of why your business exists and what it
stands for
• A clearly articulated vision
• The identification and description of
your core values and how these will
inform your business practice

55. Any Questions?
Anamaria Wills
CidaCo
The Creativity and Innovation Company
Anamaria@cida.org
Thank you
© CidaCo
Content created for Cida Co by Helen Jakeways, Lee Corner and Anamaria Wills.
Mission, Vision and Values presentation created by Chantelle Brandon Reeves
Core Values Material based on JimCollins.com