THE TRIAD OF STRATEGIC DIRECTION: MISSION, VISION, AND VALUES! Direction: Mission, Vision, and Values!

Are you struggling to turn your dream into a reality? Do you have no idea where to start or what needs to be done first to make that dream come true? Don’t worry, because this is the reality for most entrepreneurs looking to start their own business.

What you need is to create a roadmap with the key guidelines that will impact the functioning and progress of your business. And one of the most important things that need to be defined to create a successful strategic plan is your company’s mission, vision, and values.

 Many businesses start without any clear understanding of what they are doing, lacking market analysis and theoretical foundations, and as a result, they often don’t make it far. In fact, according to the federal government’s Mapa de Empresas, four businesses closed their doors every minute in Brazil in 2023.

Now, if you’ve never thought about it before, how can you develop this triad in a way that aligns with the type of business you want to build as your source of income?

Here’s the step-by-step guide.

At first, your goal is to start your own business. Whether due to life circumstances or market gaps, your goal here is to create something that is truly yours.

Once you’ve set this objective, actions can become random unless you establish clear direction. This is where the mission, vision, and values come into play.

MISSION is the reason your company exists. It may stem from your initial objective, but at this stage of your thought process, you need to ask yourself: *If my business were to disappear, what would my customers miss?

VISION is what you intend to achieve within a specific timeframe. Where do you see your company in 1 year, 3 years, or 5 years? Do you envision it being structured, with a high-performance team, and a reference in your market? To figure this out, write down your current situation and where you want to be in the future (your ideal situation).

VALUES are the principles guiding your actions in terms of human behavior. Think of them as your personal values: What do you tolerate, and what is non-negotiable?

These values help guide the actions needed to fulfill the mission and vision.

When you align the triad, you get your PURPOSE — the “why” behind what you do. It’s the soul of your business, a strong and meaningful reason that drives your decisions and actions, providing clarity and direction to reach your goals.

The idea is for you to brainstorm by answering the following questions:

- What does my business do?

- Where do I want to go?

- What behaviors do I need to adopt?

Along the way, the purpose often emerges from unexpected places, and when it does, it’s so compelling that you’ll instantly understand why your business exists. Pay attention to the signs that will reveal the true meaning behind having your own business. Be sure to understand that it’s not just about selling a product or service — it’s something much bigger than that.

Check out my YouTube channel Sou um Sucesso. Learn management tools and optimize your daily activities to achieve your organizational goals.

Kelly Galvão 

Commercial Management Specialist