Developing a vision, mission and values

vision, mission and values facilitation

If a vision and mission is recognised by all stakeholders and affects every hiring, strategic decision and communication, its effect can be magic.

Developing a vision, mission and values is the foundation for long term success, as demonstrated by Collins & Porras in Built to Last, the Disney organisation, and Dee Hock at Visa.

If a vision and mission is recognised by all stakeholders and affects every hiring, strategic decision and communication, its effect can be magic.


Just read Built to Last by James C Collins & Jerry I Porras – it is the one book that every manager should read.

What makes the truly exceptional companies different from the other companies? Core values and a purpose, which are aligned through all recruitment, training, controls and decision making.

How can Disney get 38,000 employees to operate as one, to react to thousands of different situations a day – yet consistently? Same answer.

How did Dee Hock create an entirely new type of organisation, VISA, that now dominates financial transactions across the world with a seamless service? Same answer.

A serious business

Developing a vision, mission and values is a serious business. It takes time. And commitment. But it is worth it.

Dee Hock reckons that starting from scratch it takes a year to do it properly. We certainly recommend a three day workshop for the top team – and then much consultation and further development to follow.Of course, for an existing company there is much already in existence, though it might not be recognised, and it might not be what you want!


A vision helps unite people towards a purpose. Creating and living a vision is the role of leaders in organisations. They have to espouse it and help others to believe it.

Visions are aesthetic and moral, they come from within as well as outside.

According to Disney, a successful vision accomplishes six goals:

  • gives a sense of the future
  • guides decision making and strategy
  • creates a shared purpose
  • provides guidelines that determine behaviour
  • inspires emotion
  • connects to values


A mission statement is a unifying statement of what an organisation is in business to do. It is a key reference point in the planning and implementation of change.

A mission statement is a description of the organisation's key purposes.


Values are the beliefs of an organisation, the expression of what it stands for and how it will conduct itself. Values are the core of an organisation's being. They underpin policies, objectives, procedures and strategies because they provide an anchor and a reference point for all things that happen.

Brefi Group has a proven process for identifying and developing vision, mission and values statements, built around Robert Dilts' Logical Levels model.

What do you get?

Brefi Group organises and facilitates group meetings, away days, workshops and conferences internationally. We have worked in North America, Europe, Africa, Middle East and Asia, often in exciting locations.

Our customer-designed packages include: -

  • Venue search, negotiation and booking
  • Pre-briefing and agreement of outcomes
  • Design and approval of the programme
  • Organisation and administration
  • Preparation of materials
  • Management and facilitation of main event
  • Provision of keynote speakers, where required
  • Workshops and breakout sessions
  • Review, action planning and follow-up commitments
  • Photographs and visual record
  • Meeting report

We ensure that each event is structured to achieve a previously agreed outcome, but is flexible and responsive enough to deal with whatever arises, whether it be a business issue or inter-personal. We produce lots of flip chart sheets!

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Brefi Group helps clients bring structure and clarity to their thinking. We help identify core issues and make the complex simple, holding the space for you to create your own solutions.

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