Client Services - Mission, Vision, Values

To align goals and inspire

CampbellRigg Agency specializes in helping businesses define their Mission, Vision, and Values statements, which are crucial for setting purpose, goals, and strategic direction. Our expert services guide organizations in making informed decisions. To provide a clear understanding of our approach, we've visualized our process, featuring our work with Zenit Bank to showcase the development stages of the following statements.

The mission statement clearly defines the organization’s core purpose and primary objectives. It is concise, easy to understand, and action-oriented, describing what the organization does, whom it serves, and how it serves them. CampbellRigg ensures that the mission statement provides a clear sense of direction and a framework for decision-making, aligning all employees and stakeholders with the organization’s core purpose. It inspires and motivates employees by giving their work meaning and significance while communicating the organization’s purpose to external stakeholders, including customers, investors, and partners.

The vision statement describes the desired future state of the organization. It should be ambitious, inspiring employees and stakeholders to strive towards the goal. Focused on long-term objectives and the overall impact the organization aims to have, the vision statement provides a long-term roadmap for where the organization is headed. CampbellRigg helps craft a vision that motivates employees and stakeholders by presenting an exciting and compelling picture of the future, setting high standards, and stretching the expectations of customers and aspirations of employees. Additionally, it enhances corporate branding by embodying the company’s ambitions and aspirations.

The values statement defines the core principles and ethical standards that guide the organization’s behavior. It outlines the expected behaviors and attitudes of employees, reflecting the culture of the organization and what it stands for. CampbellRigg ensures that the values statement aligns the organization’s culture with its strategic goals, guiding employees in making ethical decisions and behaving consistently with the organization’s principles. It builds trust with customers, employees, and other stakeholders by demonstrating a commitment to ethical behavior and creates a sense of shared values and purpose among employees, fostering engagement and loyalty.

Together, the Mission, Vision, and Values statements provide a comprehensive framework for organizational alignment and coherence. CampbellRigg ensures that everyone in the organization understands the purpose, direction, and principles guiding their work. These statements are integral to strategic planning processes, helping to ensure that organizational strategies and initiatives are aligned with the overarching goals and principles. They form the foundation of the organization’s brand identity, communicating to external stakeholders what the organization stands for and where it aims to go. By providing clear guidelines for behavior and decision-making, these statements help to maintain consistency in operations and interactions with stakeholders.

To illustrate the importance of the above, the management team at IKEA make their mission and vision statement crystal clear.

"IKEA's vision is to enhance the daily lives of many by providing affordable, well-designed home furnishing products. Their mission is to fulfill this vision by offering a diverse selection of functional items at prices that enable widespread accessibility. By emphasizing unity and collaboration with their customers, IKEA ensures that together, they can achieve savings and improve their everyday living standards. This inclusive language fosters a sense of community and accessibility, aligning with IKEA's commitment to making quality home furnishings attainable for all. IKEA's core values include cost-consciousness, a focus on simplicity and functionality in design, respect for individuals and the environment, and a commitment to constant improvement and innovation.".

IKEA Summary:

Vision: Create a better everyday life for many people.

Mission: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible can afford them.

Values: Emphasize collaboration and accessibility, encapsulated in the phrase "together, we save money for a better everyday life."

"So together, we save money for a better everyday life".

Using words like "together" and "we" make IKEA accessible and appealing to customers.

In summary, the Mission, Vision, and Values statements are crucial for setting the strategic direction, motivating and aligning employees, and establishing a strong organizational culture. With CampbellRigg's expertise, businesses can ensure they stay on course and continuously work towards their long-term goals while adhering to their core principles.

“Simplicity and common sense should characterize planning and strategic direction.” Ingvar Kamprad founder of IKEA