"A company's mission, purpose, goals and values are all involved in the creation of a company vision," she said. "Weave these concepts and beliefs into your vision statement.". Customers want to know their money and investments are managed well and will lead to future financial security for themselves and for their families. A well-written mission statement earns the trust of current and prospective clients by defining goals that speak to this need. Show your customers how their finances are secure with a mission statement that tailors your services to their needs. And it sets the direction for where the product is going and what it will hopefully deliver in the future. This trickle-down effect of a mission statement confirms its value at any company. Just by its definition, you can quickly see how a solid mission motivates a team to advance toward a common goal, because they started at the same place and they are working together to reach the same end-goal. Is it because we use centuries-old traditions passed through generations of our family? Because we only use premium grade locally sourced ingredients?