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Vision Mission and Values Statements

Vision Mission and Values Statements

I recently spoke with the VP of Human Resources of a San Francisco Bay Area company regarding providing executive coaching for the company CEO. She asked some very insightful questions to determine fit. She specifically wanted to know how I worked with different personality styles, and my methods for initiating changes in thinking and behavior.

The VP of HR and I spoke about my approach to coaching, and my belief that possessing a psychological understanding of human behavior based on neuroscience and business acumen are important competencies for coaching executives. We also spoke of the need for her organization to create a culture where innovation and creativity flourishes.

The VP of HR is interested in partnering with me in helping create a collaborative and emotionally intelligent corporate culture based on openness and respect. We further discussed how company executives can benefit by working with a seasoned cognitive executive coach.

Vision Mission and Values

After getting to know my new client, I saw a significant disconnect between their stated vision, mission and values and their actual implementation of same. I also observed that the CEO saw the vision more closely as the purpose of the organization, whereas one of the senior vice presidents viewed the vision as a desired future state. We discussed my facilitating a company leadership retreat to create more clarity around their vision and mission.

Vision, mission and values are certainly important for a company to define and on which to build their strategy and operations. If they are not well articulated or, even worse, ignored, then you have an obligation to open up this discussion with your client. It is surprising how many organizations either do not fully develop these parts of their operating basis or let them get out of date. The first thing to be sure of is how your client defines these and sees their value as a foundation of your specific work.

A "vision" is the definition of the state of nature for the organization some time in the future. It can define either the external view of the world as a result of the organization's activities or the internal state of the organization. An explicit vision provides a clear picture everyone has of progress being made. Its ultimate purpose is to create a sense of shared purpose, motivation, and drive to achieve between the organization and its employees. Its resonant impact should be reflected in the way the board governs, the way the executive manages, and the way people work.

A "mission" describes why the organization exists. It describes its fundamental purpose and core business for the benefit of its stakeholders and society as whole. Focused on the present, it emphasizes what the company currently is and not what it is striving to become. Missions are usually stable, may be similar to that of other organizations, and are frequently at odds with actual activities because succeeding generations of managers have lost the feeling of the original mission.

"Values" are the organization's key guiding principles, fundamental beliefs and expected behaviors. Values help to create a cohesive corporate culture and are critical to supporting the organization's mission and ensuring that its vision is ultimately achieved. They are the basis for decision-making as well as program design, and adherence to them requires continuous reinforcement.

Are you working in a company where executive coaches provide leadership development to grow emotionally intelligent leaders? Does your organization provide executive coaching for leaders who need to articulate the company’s vision, mission and values? Visionary leaders tap into their emotional intelligence and social intelligence skills to create a more sustainable future.

One of the most powerful questions you can ask yourself as a leader is “Do we have clearly articulated vision, mission and values statements?” Emotionally intelligent and socially intelligent organizations provide executive coaching as part of their transformational high performance leadership development program.

Working with a seasoned executive coach and leadership consultant trained in emotional intelligence and incorporating assessments such as the Bar-On EQ-I, CPI 260 and Denison Culture Survey can help you gain clarity on your mission, vision and values. You can become a leader who models emotional intelligence and social intelligence, and who inspires people to become fully engaged with the vision, mission and strategy of your company.

Working Resources is a San Francisco Bay Area Executive Coaching Firm Helping  Innovative Companies Assess, Select, Coach and Retain Emotionally Intelligent Leaders; Strategic Talent Management; Leadership Development; Competency Modeling; Succession Management; and Leadership & Team Building Retreats

About Dr. Maynard Brusman

Dr. Maynard Brusman is a consulting psychologist, executive coach and trusted advisor to senior leadership teams. He is the president of Working Resources, a leadership consulting and executive coaching firm. We specialize in helping San Francisco Bay Area companies and law firms assess, select, coach, and retain emotionally intelligent leaders.  Maynard is a highly sought-after speaker and workshop leader. He facilitates leadership retreats in Northern California and Costa Rica. The Society for Advancement of Consulting (SAC) awarded Dr. Maynard Brusman "Board Approved" designations in the specialties of Executive Coaching and Leadership Development.

For more information, please go to, write to, or call 415-546-1252.

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