Mission, vision, and values are fundamental concepts in any organization. Whether you're a freelancer, entrepreneur, or part of a large company, these three pillars define the direction of your project.
However, they are often written out of obligation rather than as a strategic guide, which is a mistake.
Having a clear mission, vision, and set of values will help you make better decisions, communicate clearly, and attract the right people. In this post, you’ll discover what each one means, their differences, and how to create them.
Plus, you’ll see real examples of companies that have applied these concepts with intention and coherence.
A company’s mission, vision, and values form the foundation of its corporate identity. These are the elements that define its purpose, direction, and core principles, which are essential for internal decision-making and external perception.
This is the company’s current purpose.
The mission defines what it does, who it serves, and why it does it—aligning operations with a clear objective. It’s what helps guide coherent decisions and build a strong value proposition.
Example:
Amazon’s mission: “To be Earth’s most customer-centric company.”
This is what the company aspires to achieve in the future. It sets the direction and defines medium- and long-term goals, motivating the organization and guiding decisions to turn its current purpose into a future reality.
Example:
Amazon’s vision: “To be Earth’s most customer-centric company.”
A company’s values communicate to the world who you are as a business or professional. They are ethical and cultural principles that reflect your day-to-day behavior.
Beyond inspiring corporate culture, values influence the relationship with your clients and/or employees. According to Statista, consumers prioritize brands that align with their values—even over price or product quality.
In Amazon’s case, instead of a traditional list of “values,” the company defines 16 leadership principles that guide its culture and decision-making. These include: putting the customer first in every decision, and innovating and simplifying.
Although all three terms are related, each one serves a different function in an organization’s identity and strategy.
Some of the most relevant differences include:
Aspect | Mission | Vision | Values |
Meaning | Describes the company’s purpose in the present. | Projects what the company wants to achieve in the future. | Reflect the principles that guide internal and external behavior. |
Time Focus | Present | Future | Timeless: remains constant over time. |
Main Function | Directs day-to-day actions. | Inspires and guides long-term goals. | Reinforces organizational culture and identity. |
Type of Message | Communicates what, how, and for whom the company works. | Expresses what it aspires to be or achieve. | Summarizes the beliefs that govern its actions. |
Defining your mission, vision, and values is essential, whether you’re thinking about starting a business or launching a personal venture.
But where should you begin?
Just like in a life project, you need clarity on who you are, what you want to achieve, and why.
One way to figure that out is by honestly answering these questions:
What do you do and for whom do you do it?
What need do you solve?
What unique value do you offer?
What would you like to achieve in the long run?
The answers to these questions are the foundation for building authentic and purposeful messages.
Remember, your mission is your current purpose—what you do, how you do it, and why. In that sense, here are some tips for writing it:
Use short but clear sentences.
Write in the present tense.
Use action verbs: offer, help, build, connect, drive...
Be specific about your target audience and the value you create.
Freelance mission example: “To offer personalized graphic design solutions for emerging brands looking to connect with their audience.”
To define your vision, think big and long term—while staying realistic. In this case, the question is: What do you want to become or aim to achieve?
So, define your vision by:
Using inspiring and direct language.
Writing in the future tense.
Focusing on the impact you want to leave.
Freelance vision example: “To become a leading reference in graphic design for Spanish-speaking digital entrepreneurs.”
Your mission and vision often evolve as your project grows—whether you're building a personal brand or launching a business. So, don’t be afraid to revise your statements over time.
Values are what build trust, consistency, and a sense of belonging.
Our recommendations are:
Choose values that are brief and authentic.
Pick those that represent your way of working.
Use words that are easy to remember and apply.
Common examples of organizational values:
Integrity.
Innovation.
Passion.
Transparency.
Teamwork.
Flexibility.
The key is that they become part of your identity as a company or professional. Values must be reflected in your communication, daily work, and even in your portfolio.
Having a clear mission, vision, and values definitely brings great benefits.
Some of them include:
Strengthening your reputation and inspiring trust among clients, investors, and strategic partners.
Guiding internal decision-making and providing consistency in key or uncertain moments.
Improving adaptability by offering a stable framework in the face of change.
Aligning your team with a shared purpose, making collaboration and coordinated work easier.
Building a strong identity reflected in the organizational culture and every area of the company.
Having a well-defined mission, vision, and values will give you a clear advantage over the competition. Whether you are creating a personal brand or want to optimize a freelance proposal.
More than just corporate image, it’s a strategic tool.
Mission. To contribute to the quality of life of customers and consumers by offering high-quality products and services tailored to their lifestyles and needs, generating profitable growth and value for shareholders.
Vision. To be the global leader in the production, marketing, and distribution of nixtamalized corn flour, tortillas, and wheat-based products.
Values. Effort, commitment, perseverance, and transcendence.
Mission. “To put delicious and nutritious food in everyone’s hands.”
Vision. “To transform the baking industry with global leadership to better serve consumers.”
Values. Passion, teamwork, trust, quality, effectiveness, and profitability.
Mission. To refresh the world and make a positive impact.
Vision. To craft drinks people love, refresh the body and spirit, and create a sustainable, shared future for communities and the planet.
Values. Integrity, quality, accountability, leadership, collaboration, diversity, and passion.
Mission. To bring smiles with every bite and sip.
Vision. To lead the global convenient food and beverage sector, driving sustainable transformation through the “PepsiCo Positive” strategy.
Values. Commitment, integrity, respect, responsibility, and honesty.
Mission. “With every cup, with every conversation, with every community—we nurture the limitless possibilities of human connection.”
Vision. “To establish itself as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.”
Values. Courage, belonging, joy, craft, and results.
Our mission at DolarApp is to facilitate access to digital dollars and financial services for Latin America.
With us, you can have greater control over your money in such a changing economic environment. In addition, we use secure technology so that you can manage your account without worries.
At DolarApp, you can open an account in digital dollars (USDc) or digital euros (EURc). Whether you use it to send/receive money from abroad or to transfer your balance from one currency to another.
Because yes, through our app you can buy or sell USDc/EURc at a fair exchange rate.
Large companies typically choose between 3 and 7 values. This is a reasonable number that allows them to clearly communicate what they stand for, without overwhelming or losing focus when it comes to applying them.
If you're just starting out, yes. It's recommended to review them regularly to ensure they remain aligned with both your purpose and your evolving market—whether you’re a company, a personal brand, or a professional project.
The answer is simple: the company loses credibility and they become empty words. A lack of alignment between what is said and what is done harms both culture and trust.
Os países têm fronteiras. Suas finanças, não mais.
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Leia o código e participe do movimento global
