Let’s begin with a quick review of the foundational elements of your family business management system; its vision statement, mission statement and core values.  We explored the reason your family farm exists and your “BIG WHY” with your vision statement that is Simple, Clear and Stimulating (SCS link).  

There are two remaining areas to explore and to help you develop the foundation to a long lasting family business and your management system:  Mission Statement and Core Values.  Let's explore mission statements a little further.

It is essential to understand how you are going to realize your family business purpose and attain your vision.  This is the function of your Mission Statement.  Many times, mission statements and vision statements are used interchangeably.  These are two distinct statements that serve two different requirements for your family farm. The mission statement clarifies and explains what the members of the organization will actually do to achieve the purpose and vision.

Carrying out the mission statement on a consistent basis helps your business achieve the purpose and pursue its vision.  I know it might be a little confusing, but your purpose, vision statement and mission statements all build upon each another and point everyone in the same direction.  There is a great amount of synergy that results by giving your team a clear sense about the principal role that they play.

If your mission statement fails to describe these elements it can help create ambiguity about the basic purpose of your family business and what you hope to accomplish (vision).  Your company’s mission statement will most effective if it is written so your customers understand your purpose and how you provide value to them.

Your mission statement doesn’t have to look the same as everyone else’s.  Figure out what’s important to you and your clients and go from there.  Here are some examples of clear, concise and simple mission statements:

“At Chateau de Pahrump we grow grapes, make super-premium class wine and provide Northern Michigan hospitality with exemplary service from our one-of-a-kind site on Michigan’s Leelanau Peninsula.  As good stewards of resources, our goal is to operate a profitable and ethical business that utilizes new technology and provides enjoyable work conditions with opportunities for advancement and personal growth. “

“Our mission is to transform natural resources into high quality livestock for domestic and foreign customers in a way that will provide a fair rate of return to our owners, a safe and satisfying working environment and be capable of providing income for future generations.”

“Our mission is to help connect people who want to sell a business with people who want to buy a business. We provide business owners and brokers with flexible options for listing their business online. For buyers, we offer helpful tools such as our saved listings feature and customized email alerts to make finding the right business easier.”


After you have developed your family farm’s mission statement, you will be ready for the final part of the foundational elements for your family business, core values.