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👁️ Vision

A vision statement is the overall direction of your organization. You may want to include how your product or users align with the work that you do. Here’s a great example:

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Patagonia

🚀 Mission

Here, you’ll outline the different components of your mission that each support the vision. You’ll want to make it clear what you’re looking achieve as an organization, and you can do that by answering these 4 questions:

“What do we do?” — The mission statement should clearly outline the main purpose of the organization, and what they do.

“How do we do it?” — It should also mention how one plans on achieving the mission statement.

“Whom do we do it for?” — The audience of the mission statement should be clearly stated within the mission statement.

“What value are we bringing?” — The benefits and values of the mission statement should be clearly outlined.

⚖️ Values

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Spotify’s values⁠

“capture the beliefs that we have about how we should conduct ourselves. They help us onboard new band members and show off our culture. They give us ideologies to rally around, and they guide us especially when we face adversity.”

We’re all pioneers.

We’re original and creative in our thinking. To us, innovation is a default mind-set – a hard wired desire to improve things.

We’re all Spotify.

We’re stronger together. The better we collaborate, the more effective we are. When we’re working well across functions, we’re unstoppable.

We mean it.

The best relationships are based on mutual trust and respect. We want to be fair and transparent in everything we do. We don’t micro-manage, we trust each other to do a great job.

We feel it.

We’re proud of what we’ve achieved, and passionate about where we’re going. We like being bold. We’re not afraid of taking big bets, or getting them wrong. We all share a passion to learn and grow.

We say yes to fun.

Let’s be honest, we have bands playing in the office – it kind of sets the tone. We’re a playful company and a playful brand. We always have been. We never take ourselves too seriously.

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