Your Business Needs a Vision Statement (Here’s Why)
- Katie Nguyen Palomares
- May 8
- 4 min read
When you’re in the weeds of your business every day, it’s easy to lose sight of why you started, which can make it difficult to determine where you're going.
That’s why a clear vision or “purpose” statement isn’t just nice to have; it’s a necessary tool to help you with strategic planning and goal setting for the future of your business.
We recently sat down with Peter Croft, a business coach and EOS Implementer, to unpack what it really means to define the “why” behind your business through a vision statement. He helps leadership teams and solo entrepreneurs alike craft compelling vision (or purpose statements, as the EOS calls it) and strategic goals using the EOS Vision/Traction Organizer (VTO)—a simple, powerful framework for bringing clarity and focus to your work.
You can download a blank copy of the EOS Vision/Traction Organizer here:
Why Does My Business Need a Purpose Statement?
“All a business really is,” Peter says, “is people coming together voluntarily for a shared purpose.”
Without that purpose written down, planned around, and lived out from the bottom up in a business, the result is confusion, disengagement, and burnout—for you and your team. Without a shared purpose for a business owner (and team) to build toward, you’ll more often than not find yourself spinning your wheels and wasting time, resources, and energy on things that don’t help your business drive toward the original purpose God gave you to steward.
Writing a purpose statement helps you know what goals to set and what to prioritize in your business.
Whether you’re running a team of 20 or flying solo, you need a purpose to set goals, filter your decision-making process, and remind you where you’re heading.
Where Do I Start?
The EOS framework that Peter works with breaks a business’s purpose into two simple parts:
Why do you exist? (your cause or passion)
What do you do best? (your niche or core competencies)
Even if you’re the only worker in your business, Peter still strongly suggests that you sit down and do the work around a purpose vision statement. Regardless of if you have a team or not, you’re still going to encounter decisions and opportunities where you will need a True North to point you in the right direction. So what does this actually look like?
“You don’t need a team to write a purpose statement,” he says, “but you do need honesty.”
Peter suggests that you download the VTO worksheet, and…
Block an hour.
Reflect on your business story. Don’t overthink it. What led you to create this business in the first place? How has God uniquely crafted and gifted you to steward this vision? What do you hope to accomplish with your business 3 or 10 years from now?
Write it all down.
Pray.
The EOS VTO organizer will help you walk through all the elements of a vision & plan, including:
Core Values (who you are)
Core Focus (your purpose + unique niche)
10-Year Target (long-term goal)
Marketing Strategy (your ideal customer, message, & what you offer)
3-Year Picture (a clear mental image of success to plan toward)
1-Year Goals (3–7 focused, attainable outcomes for this year)
Quarterly “Rocks” (your top 3–7 priorities each quarter)
The idea here being driven by the idea that if you put rocks in a jar first, then when you trickle in sand and water everything will naturally fit around the rocks. If you try to fit in the sand and water first, you won’t be able to fit all of the rocks.
Peter suggests that after you work through your purpose, plan, and goals--revisit it again next week. And the week after that. And set aside time on a quarterly basis to revisit and check what’s still in alignment. If you’re a team of one, this becomes even more important to keep clarity and accountability alive.
And as Peter reiterated throughout our conversation, it’s not about getting it perfect—it’s about getting it real. Because real is what is actually helpful.
Creating a purpose statement not only helps to bring focus and strategy behind your decision-making, but is also an opportunity for you to lead your business out of a Spirit-led abundance mentality. Rather than a scarcity mentality that says “yes” to every opportunity or client simply because it’s what’s immediately in front of you.
As you craft your vision, feel free to reach out to our KCN team and we can connect you with Peter to help talk you through your purpose, core values, and strategic planning.
Don't Go It Alone
If you’re stuck or overwhelmed, know that you’re not alone. Many KCN business owners are starting from scratch, pivoting, or even rebuilding after years of just “figuring it out.” That’s where community comes in.
Our Formation Cohort is designed to provide the space, support, and structure to build a business aligned with both God’s heart, the vision God gave you to steward your business well, and your business goals. As part of the Cohort, in addition to Business Mentorship, you can also choose to have a Strategic Priorities & Planning meeting with our Director of Programs.
Remember that ultimately, we don’t write a purpose statement or set goals because we’re trying to control the outcome…
We define the purpose of the business God has given us to steward and set goals faithfully because we believe God honors focus, knowing that God is the one who ultimately enables growth.
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