Big Picture Stuff

Often in the excitement (and sometimes overwhelm) of starting a new business/organisation, the big picture stuff can get pushed down the priority list, or forgotten about all together.

The danger lies in going on too long without the big picture stuff; your clients and team may become confused about what you stand for, which can have a catastrophic impact.

Setting an organisation’s values, mission and vision should not be viewed as a chore, or a process that is rushed. These statements, when created and implemented properly, are valuable tools to steer the business, not only in its infancy, but for its entire life.

Organisational values, mission and vision guide the organisation in a range of ways, including but not limited to:

  • Reviewing new business opportunities.
  • Deciding on other organisations/people to work with or for.
  • Hiring, promoting, disciplining and terminating team members.
  • Setting the internal culture of the organisation.


An organisation’s values are should be unique and a refection on what is important to them.

Organisations should try to establish values as a team; this encourages by in and results in everyone feeling a sense of belonging and understanding.

Brainstorming in a workshop situation is often used to discover the values right for your organisation.

They are normally integrated in the company’s mission and vision statements.

175 organisational values:

  • Acceptance
  • Accomplishment
  • Accountability
  • Accuracy
  • Adaptability
  • Altruism
  • Ambition
  • Assertiveness
  • Attentive
  • Awareness
  • Balance
  • Boldness
  • Bravery
  • Brilliance
  • Capability
  • Certainty
  • Challenge
  • Charity
  • Clarity
  • Comfort
  • Commitment
  • Communication
  • Community
  • Compassion
  • Confidence
  • Connection
  • Consistency
  • Contribution
  • Control
  • Conviction
  • Cooperation
  • Courage
  • Courtesy
  • Creativity
  • Credibility
  • Curiosity
  • Decisiveness
  • Dedication
  • Dependability
  • Determination
  • Development
  • Dignity
  • Discipline
  • Discovery
  • Drive
  • Effectiveness
  • Efficiency
  • EmpathyEmpower
  • Endurance
  • Energy
  • Enthusiasm
  • Equality
  • Ethical
  • Excellence
  • Experience
  • Exploration
  • Expressive
  • Fairness
  • Family
  • Famous
  • Fearless
  • Ferocious
  • Focus
  • Foresight
  • Fortitude
  • Freedom
  • Fun
  • Generosity
  • Genius
  • Goodness
  • Grace
  • Gratitude
  • Greatness
  • Growth
  • Happiness
  • Harmony
  • Health
  • Honesty
  • Honour
  • Hope
  • Humility
  • Imagination
  • Improvement
  • Independence
  • Individuality
  • Innovation
  • Inquisitive
  • Insightful
  • Inspiring
  • Integrity
  • Intelligence
  • Intensity
  • Intuitive
  • Irreverent
  • Justice
  • Kindness
  • Knowledge
  • Leadership
  • Learning
  • Logic
  • Loyalty
  • Mastery
  • Maturity
  • Meaning
  • Moderation
  • Motivation
  • Openness
  • Optimism
  • Order
  • Organization
  • Originality
  • Passion
  • Patience
  • Peace
  • Performance
  • Persistence
  • Persistence
  • Playfulness
  • Poise
  • Power
  • Productivity
  • Professionalism
  • Prosperity
  • Purpose
  • Quality
  • Recognition
  • Recreation
  • Reflective
  • Respect
  • Responsibility
  • Restraint
  • Rigor
  • Risk
  • Security
  • Selflessness
  • Sensitivity
  • Sharing
  • Significance
  • Simplicity
  • Sincerity
  • Skill
  • Spirit
  • Spirituality
  • Spontaneous
  • Stability
  • Stewardship
  • Strength
  • Structure
  • Success
  • Support
  • Surprise
  • Sustainability
  • Talent
  • Teamwork
  • Thorough
  • Thoughtful
  • Timeliness
  • Tolerance
  • Toughness
  • Traditional
  • Tranquillity
  • Transparency
  • Trust
  • Truth
  • Understanding
  • Uniqueness
  • • Unity
  • Valour
  • Victory
  • Vigour
  • Vision
  • Vitality
  • Wealth
  • Wisdom


Put simply, the mission statement’s purpose is the ‘what’ and ‘who’ of an organisation, while a vision statement is the ‘why’ and ‘how’.

The importance of these statements should not be overlooked; not only do they provide direction, but it also gives inspiration to keep persevering.

They should be in the form of an eloquent, concise sentence/paragraph that has impact. The best examples of these statements will define an organisation, it’s purpose and what it stands for in a brief and memorable way.

It’s a lot to ask from a couple of sentences… There are no hard and fast rules, however, these tips may assist in composing your statements:

  • Imagine how you want the business to be like in five to ten years
  • Infuse the values in the statements.
  • Make sure that the statement is implying a clear focus for the business.
  • Relate to a specific problem.
  • Write your vision statement in the present tense.
  • Use clear and concise language (choose your words wisely, steer away from buzzwords and empty phrases).
  • Start with a verb (action word).

Examples of mission and vision statements from respected organisations:


Mission: Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

Vision: “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”


Mission: “To become one of the world’s most famous and loved brands.”

Vision: “Every customer will leave a Boost Juice store feeling just that little bit better.”


Mission: “[The reason we get up in the morning] we look at your life through tax and find ways to help. [It reflects the humble ways of Henry Bloch and is something only H&R Block can say.]”

Vision: “[Our vision reflects the opportunity we see to execute our purpose successfully for our clients] to be the leading global consumer tax company bringing tax and related solutions to clients year-round. We are about consumer tax in the global market with access anywhere, anyway, anytime.”


Mission: “To bring inspiration and innovation to every athlete* in the world. [If you have a body, you are an athlete.]”

Vision: “To help Nike, Incorporated and our consumers thrive in a sustainable economy where people, profit, and planet are in balance.”


Mission: “To be the premier marketer and supplier of RedBull in Asia, Europe and other parts of the globe. We will achieve this mission by building long term relationships with the people who cane make it become a reality.”


People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage that anticipate and satisfy people’s desires and needs.

Partners: Nurturing a winning network of customers and suppliers, together we create mutual enduring value.

Profit: Maximize long-term return to share owners while being mindful our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.


Mission: “For the wild.”

Vision: “We believe in a shared future for Wildlife and People. Taronga is working in partnership with wildlife conservation organisations and communities to develop ways to protect species and habitats.”


Mission: To create a brilliant connected future for everyone.

Vision: “Becoming a world-class technology that empowers people to connect.”


Mission: Our mission is to lead improvements in health, wellbeing and equity in Australia and worldwide by:

Contributing to the definition of public health problems and clinical epidemiology.

Advancing and disseminating knowledge in public health and clinical epidemiology to inform policy and practice.

Understanding the social, cultural, political, economic and ethical context of health problems and solutions.

Promoting action through policy and interventions that focus on systems, places and markets, as well as on individuals and their behaviours.

Excelling in evaluation to improve health policy and practice.

Vision: Our vision is for a global community where everyone’s needs for good health and wellbeing are met. Our vision extends to those with the greatest need, who would benefit most from improved health and reduced inequalities.


Mission: “Changing business for good.”

Vision: “To revolutionise air travel again, this time across all market segments. We will do this by providing a seamless experience across all international and domestic markets, while retaining the same excellent service.”


So, you are on your way to establishing your organisation’s values, mission and values, now what? How do you not only implement, but also live and breathe what you’ve called out? Coco Canberra can assist, get in touch today to discuss.

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