A company's vision, mission and core values are the three most important things to have in mind when establishing a company. They form the foundation of the company's culture and can help companies make decisions about what is important and what is not. Vision: A company's vision is about where it wants to be in the future. It outlines what a company wants to achieve by setting goals that are both long-term and short-term. A vision will also help companies decide on how they want to grow their business. Mission: A mission statement is an explanation of how a company plans on achieving its vision. It defines the purpose of the business, who they serve, what they do, and why they do it.