Could you recite your mission statement verbatim if I prompted you right now? This is presumptuous of me, but I’m going to bet that’s a no.

I’m also going to venture that your company's vision, mission, and values, on the whole, are pointless (if you have them at all); likely because you pulled them out of your ass when someone said you needed them to be ‘in business’.

The truth is, not all companies need these statements right away. But when you do, they need to work for you or they’re worthless.

Not to mention, they’re called foundational statements for a reason, because they’re the foundation for everything else. If they’re crap, why do you think that logo isn’t working?

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Let’s have a look at what your foundational statements really are and how they work for you:

Starting with vision.

Vision is not about what you do. It's the pie-in-the-sky ideal goal; it’s where you're going. It's big, it's broad and should be large enough to keep you striving, but not unattainable.

A great example of this is from the Alzheimer's Association: A world without Alzheimers.

It's simple, on brand and, most importantly, clear.

How to write your vision statement: Think about what your company aims to achieve in 10 years. Where can you realistically go? What can you achieve? What can your company change for consumers or the industry? How will things be different if you achieve your vision? Use these answers to write a very specific, direct and short statement defining what the future looks like because of your company.

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Mission is where most companies get it really wrong.

Your mission is tactical; it's what you're here to do – hence the word mission.

But going one step further, mission is what you do every day in pursuit of your vision (they’re connected).

A really wonderful example of a tactical but aspirational mission is Uber's: To provide transportation as reliable as running water, everywhere, for everyone.

How to write your mission statement: Start with an action verb (To provide) and include what you do (transportation as reliable as running water, everywhere) and who it's for (everyone).

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Values also get screwed up big time.

Think about it: if you're saying you're trustworthy, are you really? Or you have integrity? If you don't have integrity get out of business.

If your brand were a person your values would be their morals. Choose brand values that allude to these broader ideas. Instead of trustworthy, what do you do that brings the trust? Does your company value compassion? Sustainability? Being extraordinary? Values should show, not tell.

How to write your brand values: Choose [no more than] 5 attributes integral (3 is ideal) to the heartbeat of your company. Once you have them, bring out the nuances – do you value connection? What is it about the connection; what creates the connection? Partnership? Hospitality? Find the word that shows what you value. With your final words, write out a short explainer for each detailing what that value actually means. Eg. Partnership: We foster fulfilling relationships through deep connection.

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Whatever you create, all of these statements should ultimately be guiding your business purposefully. Checking a box to say 'we have brand statements' does you no real good.

You should be able to use them every day to make decisions (visual or otherwise), hire people and stay on track. And holy smokes, please make them memorable!

If not, they aren't worth the time you took to write them out.