Creating your business values, purpose and mission
Grow London Local
Posted: Tue 27th Jan 2026
A guide for small business owners by Jane Knight, Successful Mums Career Academy.
Running a business can feel overwhelming. You might have a great product or service, but without clear sense of values, purpose and mission, it can be hard to shine and explain why you do what you do.
The good news? Defining your business doesn't need to be tricky. With a simple framework, you can create clarity, consistency and a true foundation to be a star business!
What are business values, purpose and mission?
Values – your "what"
Your business values are the principles that guide how your business operates. They shape decision making, culture and how you work with customers and partners.
Examples might include integrity, collaboration and creativity, but they must be authentic and lived day to day.
Purpose – your "why"
Your business purpose is the reason your business exists beyond making money.
It's the impact you want to have on people, communities or society. In short: why you do what you do (my favourite part).
Mission – your "how'
Your business mission is a clear statement of what you aim to achieve and how. It turns purpose into action.
For example, Successful Mums' mission is "to provide flexible, fully funded training and support for women returning to family-friendly careers".
Why this matters
Clear values, purpose and mission help you to:
Stay focused when making decisions.
Inspire and align your team.
Attract the right customers.
Communicate a clear message.
Stay resilient when challenges arise.
They act as your compass when things feel uncertain or wobbly.
How to define yours
Step one: identify your core values
What matters most in how you work?
What is important to you in your world?
How do you want customers and your team to feel?
Step two: reflect on your why
Where did your idea come from?
Why do you do this?
What change did you want to make?
Step three: write your mission
Keep it simple and action-focused:
We help…
We provide…
Our goal is…
For example:
We help mums get back to work and find their career mojo.
We provide career advice and fully funded training leading to flexible jobs.
Our goal is to support 10,000 mums (we have just achieved this!)
Bringing it to life
Once defined, use your values and mission everywhere:
In your marketing and website.
In how you recruit and lead your team.
In decision-making at all levels.
In how you engage with customers and the community.
Final tips
Be authentic – this should reflect you.
Keep it simple – clarity beats long statements.
Review regularly – like life, business evolves.
Communicate it often, to everyone!
Conclusion
With clear values and a strong mission, you attract the right people, build a motivated team and create a business that reflects who you are and why you started.
To end where it all began, my son is my why. Pictured with me below at a recent awards event, he's my very own star and one of the reasons why Successful Mums shines so brightly.
In this photo: author of this blog Jane Knight and son at a recent awards event (copyright: Jane Knight, image courtesy of Successful Mums).
Find out more about the support available from Successful Mums:
Book a free consultation with a Business Support Manager
Need help finding support for your business? Our Business Support Managers are here to help. Fill in a short form and we'll get back to you within two working days. Arrange your consultation now
Grow London Local
Disclaimer: The content provided on this site, whether by Grow London Local or by third parties, is by way of general guidance only. Grow London Local does not accept any liability for any loss or damage that any person incurs as a result of any content on this site. Please note that where you purchase paid services or content from third parties, your agreement is solely with those third parties.
Subscribe now
Never miss a post with the latest insights and updates.
You can view a sample here.
By subscribing you agree to our Terms of Use and Privacy Policy. You can unsubscribe at any time by using the "Unsubscribe" link at the bottom of any email we send you.
