Principles of Marketing
Your Organization’s Bedrock & Compass
Mission, vision, and values are the foundation of any successful organization. They serve as the guiding principles for decision-making, team alignment, and strategic growth. While these concepts might initially feel like corporate buzzwords, when developed and implemented effectively, they can transform your business and its culture.
Mission: The “Why” Behind Your Business
Your mission defines what your company does and why it exists. It’s the anchor that keeps your team and stakeholders aligned, providing clarity and purpose in all activities.
For example, at Livewire, the mission is: To simplify our customers’ lives with technology.
This mission is concise, clear, and memorable. It communicates to employees, customers, and partners what the company stands for and guides every decision, from product offerings to customer interactions. Your mission should be:
Easy to understand.
Focused on the core purpose of your business.
Something that inspires and resonates with your team
Exercise:
Write down why your business exists
Summarize it into a single sentence that communicates your purpose.
Share it with your team for feedback and alignment
Vision: Where Are You Going?
The vision articulates your long-term goals and where you see your company heading in the future. It’s about painting a vivid picture of success.
Cameron Herold’s concept of the “Vivid Vision” (detailed in his book, “Double Double”) can help you craft an impactful statement. Here’s how to get started:
Take a Break: Step outside your usual workspace and into an environment that sparks creativity.
Envision the Future: Imagine your business three years from now. Write in present tense as though these goals have already been achieved. For example: “In 2028, Livewire is the number 8 company on the CE Pro 100, with over 100 employees, offices in Richmond, Charlottesville, and Raleigh, and a reputation for being best in class in home technology and lighting.”
Refine Your Draft: Write freely, then edit for clarity and impact. Share it with trusted team members for feedback.
Exercise:
Draft a Vivid Vision for your company.
Include details about your market position, team size, culture, and offerings.
Review and refine until it inspires confidence and excitement.
Values: Your Cultural DNA
Values define how your company operates and interacts with employees, customers, and the community. They are the principles that guide behavior and decision-making.
Livewire’s core values include:
Professionalism
Excellence
Enthusiasm
Tenacity
Integrity
Curiosity
These values are prominently displayed on a wall at the company’s headquarters, ensuring they remain top of mind. Your values should reflect your company’s personality and be actionable.
Why Mission, Vision, and Values Matter
Without a clear mission, vision, and values, your organization risks becoming directionless. Employees may feel disconnected, and your marketing efforts may lack cohesion. These elements:
Identify the behaviors and traits that are most important to your organization.
Help communicate your purpose and direction to internal and external stakeholders.
Build a culture that attracts and retains top talent.
Pro tip: Once finalized, showcase your mission, vision, and values everywhere—on your website, in your office, and during team meetings. Revisit and reinforce them regularly.
Exercise:
Identify the behaviors and traits that are most important to your organization
Brainstorm a list with your leadership team and narrow it down to 4-6 core values
Document these values and incorporate them into your hiring, training, and recognition programs
Schedule a leadership off-site to finalize your mission, vision, and values.
Communicate these foundational principles to your entire team.
Integrate them into your marketing strategies to ensure alignment and authenticity.
By completing this module, you’ll have a solid foundation to drive growth, foster alignment, and inspire confidence in your organization’s future.