Vision & Values Guide

Vision & Mission & Values
by Louise Douse

What are they?
You know where your company is going (vision), you have
a plan to get there (mission) and the standards (values)
on how to operate your company.
Week 2
Working in the Performance Sector

Royal Shakespeare Company
 Our vision:
 For Shakespeare’s plays to be enjoyed by a truly diverse audience, representative of the
population of the UK and beyond.
 To foster a culture which is confident that Shakespeare is relevant and resonant and a
society which recognises that we are all richer if everyone has access to great theatre.
 Our mission:
 To inspire and captivate audiences and transform lives through amazing experiences of
Shakespeare's plays and of great theatre.
 Relevant, resonant and accessible, made in Stratford-upon-Avon, shared across the UK and
around the world.
 We are committed to a culture of respect. We strive for excellence and value integrity, inclusion,
ambition and innovation. We act with respect, show leadership and build resilient ways of working
in all our activities. We aim to create a welcoming, supportive environment which is happy,
healthy and safe.
Week 2

New Adventures (Matthew Bourne)
 Audience
 Our audiences are why we do what we do. Entertaining and engaging audiences is our
passion. We proudly tour extensively to venues across England, Scotland and Wales every
year, as well as globally with our live, online and broadcast productions. We strive to be
widely accessible and welcoming to both our loyal and new audiences.
 Adventure
 Since the beginning we have been bold, maverick and adventurous. 30 years on we
continue to push boundaries and defy expectations in dance, storytelling and ambition. We
are committed to reaching as many people and places as possible through our
productions and projects.
 Family
 We have a shared commitment to supporting, developing and investing in all members of
the New Adventures company and everyone involved with our work in whatever capacity
– performers, creatives, crew, staff, practitioners, audiences, participants, trustees, students,
interns, volunteers and partners. We all matter.
Week 2

Enchantment Theatre Company
 Our vision:
 Enchantment Theatre Company aspires to transform young audiences into creative,
curious, and compassionate adults.
 Our mission:
 Enchantment Theatre Company’s mission is to inspire children to dream, explore,
think, and connect through imaginative storytelling onstage and in the classroom.
 We bring stories to life in a way that encourages children to dream about who they
are and may become, to explore story from different perspectives, to think using
inductive reasoning, and to connect to other people and ideas. Our programs
encourage children to question and explore how to live in a complex world so that
they grow up healthier, smarter, and kinder.
 Our values:
 Originality, Imagination, Transformation, Community
Week 2

English National Ballet
 Our vision:
 Under the leadership of Artistic Director Tamara Rojo, English National Ballet
stands for artistic excellence and creativity. We are a world-class organisation;
flexible, collaborative, and enthusiastically engaging with our audiences. We
celebrate the tradition of great classical ballet while embracing change,
evolving the art form for future generations and encouraging audiences to
deepen their engagement.
 Our mission:
 We bring world-class classical ballet to the widest possible audience – delighting
them with the traditional and inspiring them with the new. We aspire to be the
United Kingdom’s most exciting and creative ballet company.
Week 2

Geese Theatre Company
 Our vision:
 To create safe, crime-free communities and for the arts to be recognised as a
powerful vehicle for individual and social change.
 Our mission:
 To use theatre and drama to enable choice, personal responsibility and
change, amongst individuals who have offended, other vulnerable or
marginalised groups, and those who work with them.
 Our values:
 Responsibility, Belief in change, Rigour, Artistic Excellence, Innovation,
Partnership, Inclusion
Week 2

Deda Dance
 Our purpose:
 To deliver the benefits of movement & dance to everybody.
 Our vision:
 To enrich people’s lives through dance, movement, and creativity, producing
hyper-local yet international facing work of relevance and place.
 Our mission:
 Through diverse imaginative dance, movement, and creative engagement
practice; we will inspire artists, participants and audiences of all ages, cultures
and means, to make art that moves.
Week 2

Round House Theatre
 Our mission:
 Round House is a theatre for everyone. We enrich our community through bold,
outstanding theatrical and educational experiences that inspire empathy and
demand conversation.
 Our values:
 Theatre for everyone
 Artistic ambition
 Community
 Empathy
 Integrity
Week 2

Corali Dance
 Our vision:
 is that people with a learning disability are recognised and valued for their equal
place in the arts and society. By raising our national and international profile as a
leader in dance created by people with a learning disability, we want to extend our
influence, inspire more people and change perceptions of disability.
 Our mission:
 is to empower people with a learning disability using dance, creativity and
performance. Our aim is that everyone we work with will appreciate their potential
and develop the skills to flourish as artists and individuals. We want to create new
leadership models that enrich the organisation and inspire others.
 Our values
 Integrity, Ambition, Inclusion, Collaboration
Week 2

Your company vision
 Creating a vision is the starting point of you articulating
the future you want to create.
 This is your collective inspiration. A place to capture your
'why'.
 Why your company exists, why you do what you do and
why you strike to reach your goals in business.
 Why you may choose to step out of your comfort zone
and try things you’ve not tried before.
 Running a business can be tough. Creating that vision
serves as a reminder of your end destination of success.
You may not be able to see your clear path which is ok,
as that’s what we call your ‘strategy’
Working in the Performance Sector Week 2

Your Vision Statement
 A vision statement is sometimes called a picture of your company in the
future but it’s so much more than that. Your vision statement is your
inspiration, the framework for all your strategic planning.
 What you are doing when creating a vision statement is articulating your
dreams and hopes for your company. It describes what you are trying to
build and serves as a touchstone for your future actions.
 Vision statements are future-based and are meant to inspire and give
direction to you and others who are involved in your business, rather than
to customers.
Week 2

Part One
 Visualise where you want the company to be in 1/2/3/4/5 years time
 Clearly state why the company exists. Your purpose. Include what the company does
and who it serves and have a think about who you might want to help and what you
endeavour to change?
 Sample vision statement
 "Five years from now, Loud House Dance Company will be the leading hip hop house
dance company in Bedfordshire by celebrating the evolving, local house dance culture for
a young and diverse community”. (33 words)
 Now your turn
 ___________________________ years from now, _____________________________________
 will be_________________________________________________________________________
 by ____________________________________________________________________________
 for____________________________________________________________________________
Week 2

Part Two
 Try to get it to 15 words or less
 Sample Version 2
 "To be the leading hip hop house dance company for a young, diverse
Bedfordshire community". (15 words)
 Draft your statement:
 To be _______________________________ for ________________________
Week 2

Your Mission Statement
 Your mission statement is a short sentence or paragraph used by a company
to explain, in simple and concise terms, its purpose(s) for being. Its “why”.
 Mission statements are written in the present tense and designed to convey a
sense of why the company exists, to you, your business stakeholders and the
external community.
 Lets get started!
 First, answer the questions. Then, using your answers and the tips on the next page,
craft a mission statement for your business.
 NOTE: It's worthwhile spending time on crafting the words - but don't get drawn into
creating the perfect mission statement. Capture the essence to get you going for
now and you can always come back and update it later.
Week 2

Mission Statement Questions
 PURPOSE: Why are you in this company? Why do you do what you do?
 WHO: Who do you serve? How do you want to treat your audience, your
employees?
 WHAT: What is your "big idea"? What do you stand for? What do you want
to be known for?
 SPECIAL: What's unique about your company? What key ingredient makes
your company special for its audience? How do you stand out from your
competitors? Why should someone buy from you?
 GOALS & MEASURES: What are your goals in running this company?
Week 2

Mission Statement
 [Company Name] provides ___(1)___ with ___(2). We do this by ___(3a)___,
___(3b)___, and ___(3c)___.
 Who is Your Target Market? (1)
 Who are the types of audience you want your company to reach?
 What (2)
 What do you provide them?
 What do you think you’re the best in the world at?
 What value do you provide your audience that no one else can provide?
 What service offering are you most confident in?
 Why (3)
 Why should they believe you? How can you back this up? Make a list of up to three reasons to believe.
Week 2

Mission Statement Tips
 Time to refine
 Now it's time to work on the wording of your mission statement. Craft your words using the
tips below, until you have a clear and concise mission statement that includes what you do,
what you stand for and why you do it.
 Mission statement tips
 Ideally, keep your mission statement to 3-4 sentences so it is clear, concise and memorable.
 See the big picture, don't limit yourself. Your mission statement should grow with you over
time. An accounting business doesn't do finances, it frees up their clients' time, identifies
growth opportunities and savings for its customers, it minimises taxes and maximises profits
for its clients. A business building child car-seats doesn't manufacture car seats; it provides
safe, comfortable transport for the most precious thing in parents' lives - their children.
 Is it clear, easily understood? Or does it sound like meaningless corporate speak?
 Make it personal and unique to you and your company.
Week 2

Elevator Pitch
 An alternative and shorter way of capturing your mission statement and
how you can use it in a more every day way is with an elevator pitch.
 We are a _____who helps_____do ____so they can __________.
 Making it clearly known what the transformation or outcome of working
with you is.
Week 2

Values
 Your values are the standards of behaviour and ways of doing things that
you think are correct in the way you live and work.
 When your actions and decisions align with your values, then you show
others that you have integrity. You become a good role model . And, you
experience peace of mind, because you're confident you're doing the
right thing.
 When you act in a way that goes against your values, you can feel
unhappy and bad about yourself, you can make mistakes, and you may
find yourself behaving unethically.
Week 2

Step 1
 Identify the times when you were happiest
 Find examples from both your career and personal life. This will ensure
some balance in your answers.
 What were you doing?
 Were you with other people? Who?
 What other factors contributed to your happiness?
Week 2

Step 2
 Identify the times when you were most proud
 Use examples from your career and personal life.
 Why were you proud?
 Did other people share your pride? Who?
 What other factors contributed to your feelings of pride?
Week 2

Step 3
 Identify the times when you were most fulfilled and satisfied
 Again, use both work and personal examples.
 What need or desire was fulfilled?
 How and why did the experience give your life meaning?
 What other factors contributed to your feelings of fulfillment?
Week 2

Step 4
 Determine your top values, based on your experiences of happiness,
pride, and fulfillment
 Why is each experience truly important and memorable? Use the following
list of common personal values to help you get started – and aim for about
10 top values.
 Compare your list with your company
Week 2

Step 5
 Prioritize your top values
 Write down your shared top values, not in any particular order.
 Look at the first two values and ask yourselves, "If we could satisfy only one
of these, which would we choose?" It might help to visualize a situation in
which you would have to make that choice. For example, if you compare
the values of entertainment and stability, imagine that you must decide
whether to move to another country to do exciting performance work, or
keep your studio space in the UK and create performance work closer to
home.
 Keep working through the list, by comparing each value with each other
value, until your list is in the correct order.
Week 2

“
”
You can't look at the competition
and say you’re going to do it better.
You have to look at the competition
and say you're going to do it
differently
STEVE JOBS
Week 2

Your Competition
 It's important to know who's out there and how you can differentiate
yourself.
 Your competition isn't always a 'known direct competition'.
 It can be a business / product / service that competes for your ideal clients
money. The alternative options.
Week 2

Your Competition
Business Name What do they do? What do they
offer that’s
similar?
What do you offer
that’s different?
Week 2

Your Ideal Client (Audience)
 Your ideal clients goal or destination
 What do they want out of working with your company/attending your
performances?
 What benefits do they get out of their interaction with you?
 What’s the ultimate reward and destination they dream about reaching?
 Your ideal clients back story
 Where did they begin, what challenges have they faces and where are they
right now?
 They want to feel like you “get” them and what they need
Week 2

 Sources of information
 How does your ideal customer gather information about you, your company
and your performances?
 Online? Magazine? Social media? Mailing list?
 What distribution channels do you need to be present in?
 Your ideal clients challenges or pain points
 What problem does your client have that needs solving?
 What can you offer that helps solve their problem?
Week 2

 Your ideal clients objections
 Why they choose NOT to see your performance?
 How can you combat the objections in advance?
 Ideal client day-in-the-life
 What does a typical day look like for them?
 Do they drop-off and pick up kids from school?
 How do they relax and unwind?
 What are they focused on? What do they worry about?
Week 2

Pinterest
 Start your vision board!
 Set up a company vision board
 Add pins that reflect your company’s vision.
 Over the coming weeks add relevant pins related to lighting, costuming
etc.
Week 2

Vision & Values Guide

Recommended

Recommended

More Related Content

What's hot

What's hot (12)

Similar to Vision & Values Guide

Similar to Vision & Values Guide (20)

More from Louise Douse

More from Louise Douse (20)

Recently uploaded

Recently uploaded (20)

Vision & Values Guide