When you discover your mission, you will feel its demand. It will fill you with enthusiasm and a burning desire to get to work on it.
— W. Clement Stone


Knowing why you’re doing what you’re doing (your mission), where you’re trying to go (your vision), and how you’re going to go about it (your values) are the glue that holds an organization together.  It is an essential part to building your strategic foundation and developing a strategy. You preserve these elements while your strategies and goals change and flex with the market. You may modify your mission, vision, or values over time, but the intent stays unchanged and you will have complete clarity when making critical business decisions that impact your future.



  • 3M: To solve unsolved problems innovatively.
  • International Red Cross: To provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies.
  • Boy Scouts of AmericaTo preserve the values and benefits of wilderness for present and future generations by connecting agency employees and the public with their wilderness heritage through training, information, and education.
  • Starbucks: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.
  • The Elephant Sanctuary: A natural-habitat refuge where sick, old, and needy elephants can once again walk the earth in peace and dignity.
  • Fannie Mae: To provide liquidity, stability and affordability to the U.S. housing and mortgage markets.
  • Google: To organize the world’s information and make it universally accessible and useful.
  • Walmart: We save people money so they can live better.
  • Marine Stewardship Council: To safeguard the world’s seafood supply by promoting the best environmental choices.
  • Marriott Hotels: To make people who are away from home feel they are among friends and really wanted.
  • Merck: To operate a worldwide business that produces meaningful benefits for consumers, our market partners and our community.