Many business owners do not take their big-picture seriously, or they do not even have their big picture on paper. Sometimes, business owners do not think big picture enough. So the starting point for all Big Picture Business starts with your Mission, Vision, as well as your Core Values.

It can be confusing to determine “what is your mission” and “what is your vision.” Let’s use the common analogy of comparing your company to a boat. If your company was a boat, your mission would describe: what kind of boat you’re steering, what you’re delivering, and to whom you are delivering that product or service. Your vision would be where you hope to end up. (For Christopher Columbus, his vision was India, but he got America. So you don’t end up on the wrong side of the world, read Part II: Executing your Mission and Vision). Finally, your core values would be what you should do as a captain to guide your boat and crew when you encounter a problem. Therefore, let’s look at each in more detail.

Your Mission

Essentially your mission answers the question “Who are we?” It should address three main parts:

(1) What Products and/or Services do we offer?

(2) Who is our consumer and/or who is our target market?

(3) What medium do we use to connect with our market, including technology?

A mission will help you when you are given or creating new opportunities. Choosing how to seize or to reject that opportunity should align with your mission.

Your Vision

A vision answers the question “Who do we want to become?” This vision is imagined to keep your business directed and on point but should be broad enough that you have the flexibility to grow your business and overcome obstacles. You will never actually reach your vision, instead, it is an achievement that constantly drives your business.

Your mission, vision, and core values are the foundation of your business. They should rarely change, but that does not mean they won’t ever change.

About the author

Author profile

Isaac Isaiah Carr, JD MBA is founder, CEO, and business attorney of CCSK Law, a kingdom-driven law firm. Launched 5 years ago, CCSK Law grew from a single member firm to a 10 person team. His areas of focus include business formation and strategy, contract writing, sales, and corporate finance. Often referred to as an entrepreneur with a law degree, Isaac is able to offer business strategy utilizing creative solutions guided by legal and accounting principles that are then well executed in law. Experience in a variety of industries including real estate, hospitality, automotive, e-commerce, professional services, and healthcare. Successfully negotiated and closed multi-million-dollar transactions, ranging from $1.8M to $10M, with private investors, corporate leaders, and municipalities. Ultimately, he builds sustainable structures for systematic growth. Graduated from Valparaiso University Law School summa cum laude with his Juris Doctorate as well as the AACSB-accredited Valparaiso University School of Business with his Master’s in Business Administration. Passionate about education in all forms, Isaac is involved in the nonprofit organizations of SCORE, Neighbors’ Educational Opportunities (NEO) and New Vistas High School, ValpoNext, and Music Neighbors.

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