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. 

Stimulating – Your vision statement must lay out an image for your family business that is exciting, thought-provoking and inspiring.  If it can be achieved in a year or two, maybe it’s not so challenging and is really just a target or an objective.   Think about Kennedy’s vision of getting a man on the moon.  Not just build a rocket or get a rocket to the moon.  It was a MAN ON THE MOON!  I would bet that was kind of inspiring and motivating for all the people involved in that project.  Obviously you may not have the resources for such a grand vision.  This exaggerated example was simply to show an extreme example of a clear vision statement.

The communication and establishment of the vision begins with ownership and senior management and travels to all levels of your family farm business to become a regular, top-of-mind concept for your entire organization.  Once it becomes engrained, your vision becomes the stimulus for innovation, improvement, ingenuity, resourcefulness, effort and order that might propel your family business and the entire team to accomplish great things.   When family farms and family businesses come together around a simple, clear and stimulating vision statement it can make all the difference in almost all areas of your business.

Is it that crystal clear to you, your family, employees, community, vendors, etc. why your business exists?  Is everyone on the same page…without hesitation?  I didn’t think so.  This is foundational stuff and takes a little thought and effort to seriously contemplate.

To help get you started, let’s look at the necessary first component required for developing your compelling vision statement for your family farm business.  The reason for your business.  Huh?  Remember, a well-crafted vision statement serves as a guide to help everyone and anyone to understand what business you are really in beyond just the product or service you provide.

“Enhancing your family’s well-being and the financial health of your business.”

Oh, I like it!   Wait.  It’s already taken.  It’s the purpose for my business advisory services.  Ha.  It’s pretty clear, short and sweet…don’t you agree?

So, what business are you really in and why does your family business exist?  Try not to just rush through this exercise for the sake of checking it off some list of things to do.  This is a core element in what will become your vision statement:  the foundation upon which your entire family-business operations, policies, decision-making, investments, etc. are all derived from.  Once you have clarified, on paper, the core reason for your family business’s existence, you will be ahead of 70% of your industry peers and developing a stronger foundation for your continually successful family business or family farm.

During a recent conversation, a farmer client business owner expressed these exact same words.  These are probably the most ironic statements a business owner could ever make.

When you or someone in your business begins the process of planning for the future of their family business, it is important to thoughtfully consider the goals for the plan and the business as a whole.  

Far too often, families enter into the succession planning process from a single issue frame of mind, such as estate tax avoidance or what documents to we need to execute. 

Well hold on cowboy!  This approach usually leads to an incomplete plan, or a plan that fails to recognize the needs and desires of ALL key members of the business. A more formalized process of setting and prioritizing goals for the farm succession plan can help ensure that the resulting plan best fits the unique needs of the business-owning family. 

 For detailed way of thinking about goals and helping you prioritize, send me an email requesting the Goals Worksheet.  I promise:  

• It’s hard work,
• Requires you to dedicate a solid 2-3 hours to the process,
• Is possibly something you may have never done before and,
• Is usually worth the effort.