The mission statement and vision serve as a map and compass to fulfill your company’s potential. When writing these for your company, you need to consider what your greatest goal is. For example, what are your goals: Increase ROI Remain relevant Increase profits Lead with purpose Make a difference Improve your differentiation Improve organizational culture and alignment If you create your vision and mission statements with care, they will resonate with your audience. When you create these with the right intention, your mission statements and vision content will help align your agency’s efforts, focus on your strengths, and help you achieve your goals. Don’t ever forget – words have power. The words you use don’t just restate how big you want the company to be and what you do, but they answer the deeper question of “what do we stand for” and “why do we care?” Choosing the right words is going to send a positive ripple through your entire organization at every level. Your vision and mission are at the very core of your values and the foundation of your company’s culture.