Tips on Crafting Your Company Vision, Purpose and Mission

📏Vision, purpose and mission often get written off as fluffy corporate jargon — nice words that sound good but don’t actually influence the work.

In this video, I explain why that couldn’t be further from the truth.

After 7+ years coaching founders and teams to redesign how they work, I’ve seen first-hand that vision, purpose and mission are the root of how a company is designed — shaping decision-making, ownership, team structure and day-to-day collaboration.

In this video, I cover:

🏔️ What vision really is (and how co-creating it can increase ownership)

💖 Why purpose goes deeper than profit — and why it can feel uncomfortable to define

🎯 How mission works best as a clear, short- to mid-term focus (not a 20-year plan)

🚀 Why teams need their own clear aims to avoid “busy idiot syndrome”

🌳 How vision, purpose and mission should evolve as your company grows and changes

📏 Why giving teams authority to revisit these matters — especially as founders step back

When vision, purpose and mission are done with real meaning, they directly inform how work gets designed, how teams align, and how energy is focused on what actually matters.

RESOURCES MENTIONED 🔗
📘 How to Build The Company Culture You Really Want
https://libertymind.co.uk/how-to-buil...

⌚️TIME STAMPS ⌚️
0:00 Intro
01:26 Vision
03:30 Purpose
04:45 Mission
06:24 Why Vision, Purpose, Mission, matter?
07:30 Why it goes wrong
08:39 Break down the Mission
09:45 Vision, Purpose and Mission should change
11:43 The legacy of Vision, Purpose and Mission

OTHER LINKS 🔗
https://libertymind.co.uk/

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WHO AM I? 🤓
Hi! - If you're new here, I'm Lizzie, a coach based in the UK. I help teams, start-ups and businesses create great places to work through alternative ways of working. Through my videos, my podcast and my blog I share practical ideas about how we can make work better. And share my experience as a founder, business owner and personal-development junkie.