Your mission is at the core of your company. It’s why you do what you do, and is best recapped in a short, memorable statement.
The big “Why?”(your mission statement) — state your reason for selling your product or service, your common company goal, and how you go about reaching this goal as a team
Make your reader a part of the company story. Show them why your goal is something they should care about too, and that they can benefit from choosing you.
Company values (also called corporate values or core values) are the set of guiding principles and fundamental beliefs that help a group of people function together as a team and work toward a common business goal. These values are often related to business relationships, customer relationships, and company growth.
Keep your story short and sweet. It should take no longer than 2 minutes to read, and by the end your audience should have a clear idea of how you came to be, what you sell, and why you sell it.