Without a vision statement, a business is like a society with no culture or a team with no passion for winning or no knowledge of what the rules of the game even are. Core values help to put our ideal corporate vision, brand identity, and business ethics into words so that they can then serve as a framework and guide for ourselves and others.

With such a powerful resource in hand, it is possible to implement a practical search for employees who exhibit the traits needed to ensure business credibility, continuity, consistency and creative growth.

The vision statement clearly spells out the following:

  • Who are we?
  • What business are we in?
  • Who are our clients and customers?
  • What makes us different from our competitors?


The mission statement or vision statement defines what is acceptable or unacceptable behavior, it forms the central theme or philosophy regarding customer service, and it becomes a roadmap and game plan for executing every detail of the business from a specific agreed-upon and shared premise.

Shared vision becomes the backbone of the business and the glue that keeps teams working cooperatively and successfully through any challenge and in any environment. Teamwork fueled by the power of vision can make a company a wonderful place to work and learn, and can make growth and profitability possible in any market cycle.

Once values are articulated they permeate a company and underlie each and every decision – from which products to add to the line and how to conduct an ad campaign to what kinds of employee benefits to offer and how to conduct the HR interview process.

When recruiting team members – whether from inside the business or from outside – the vision statement is emphasised, explained, and delved into at great length. Interviewing for a position in the company becomes a process that is all about qualifying for membership and inclusion on a team that shares the ideals, ethics, culture, passion, and goals articulated in the vision statement.

Cover image courtesy of http://www.flickr.com/photos/reinis/434877298/