Episode #39: The Importance of Mission, Vision, and Values : How it Can Help Your Business, Your Family, and The People You Hire

This week’s episode is all about Mission, Vision, and Values, and how to make them an important part of growing your business.  On this week’s podcast, Russ and Mika are returning to the subject of business. In particular, they are addressing a question that they recently received from a listener: how do you hire...

On this week’s podcast, Russ and Mika are returning to the subject of business.

In particular, they are addressing a question that they recently received from a listener: how do you hire and manage people in your business?

This is a complicated subject and one that a lot of entrepreneurs struggle with.

In this episode, you will hear about the three things that we focus on while hiring and managing our teams: Mission, Vision, and Values. You’ll also hear about the specific processes that we follow when building and growing our teams.


In this episode, you will learn:

• What Mission, Vision, and Values mean and why they are important.
• How Russ created his own Mission, Vision, and Values statements for his business.
• Ways to make Mission, Vision, and Values an ongoing part of your team management.
• How these three pillars can be applicable to your personal life as well.


Mentioned in this episode:
Russ Perry on Instagram
Mika Perry on Instagram
The Sober Entrepreneur by Russ Perry
The Russ Perry Show
Crush It by Gary Vaynerchuk
Wellness Mama Podcast – Why Everything We Know About Probiotics is Wrong
Waterloo Sparkling Water
North Star California Resort in Lake Tahoe
Ketotarian by Will Cole
The Teal Album by Weezer
Heavenly Ski Resort – Lake Tahoe


Do you have questions, comments or suggestions for this show? Send us an email at!



Russell Perry: I’m Russ Perry.

Mika Perry: And I’m Mika Perry and you’re listening to Good To Be Home.

Russell Perry: Good To Be Home is a weekly exploration of entrepreneurship, family, marriage, sobriety, and how we balance our business and life.

Mika Perry: From our family to yours, thanks for joining us and welcome to our home.

Russell Perry: Hey, everyone. Welcome to another episode of Good To Be Home. I’m your cohost Russell Perry.

Mika Perry: And I am Mika Jennifer Perry.

Russell Perry: You through a middle name in there.

Mika Perry: I did.

Russell Perry: Where did that name come from, your middle one?

Mika Perry: It was the ’80s and my parents just liked the name Jennifer and Jennifer Mika didn’t sound as good as Mika Jennifer.

Russell Perry: Gosh.

Mika Perry: Yeah. Yours is Keane.

Russell Perry: Keane, which I’d recommend never naming a business after it because phonetically it’s the hardest thing to ever say on a phone call.

Mika Perry: Keane.

Russell Perry: I’m with Keane. What? Keam? King? Huh? Eight and a half years of pain.

Mika Perry: That was like when I had a business that had the word neat in it. People thought it was meat, like carnivore.

Russell Perry: Like meat on the table.

Mika Perry: Yeah.

Russell Perry: All right. Well speaking of business, I’m so excited today because we get to get back on the topic of business and it’s an interesting angle that we’re going to be talking about. We’re going to be talking about mission vision values, which are something I think a lot of entrepreneurs have heard about but how it pertains to hiring and managing people.

Mika Perry: Yeah. This episode came from a request from someone that had asked about, actually a few, on hiring. That is obviously a huge part of business and you use mission vision value.

Russell Perry: Values.

Mika Perry: Values …

Russell Perry: Multiple.

Mika Perry: … In your hiring as almost like a filter.

Russell Perry: Right. We’ll talk about my process as well as how we use that tool. However, before we get there, let’s do our reading, listening, eating, and loving list. Mika, what are you into today?

Mika Perry: Okay. For reading, I am still reading, I’m almost done with …

Russell Perry: Hope it’s a better way handle it.

Mika Perry: Okay. Almost done with Crush It! by Gary Vaynerchuk. I know you looked at it and you’re like why? This is the most basic book. Why are you now jumping on the Gary V bandwagon?

Russell Perry: Rather short book.

Mika Perry: It is. It’s so short. Honestly, it’s two sessions. I read the first half in one sitting and then I’m almost done with the second and so I have literally just a few pages left. But, I like it and more than the book it’s put me back onto his Instagram and social media and so I kind of did a scroll through his Instagram and he has changed from when I first saw him, which was when he did the Wine Library and he was on YouTube talking about wine and that’s it. I love how positive he is. He’s super positive.

Russell Perry: In an abrasive way.

Mika Perry: In an abrasive way, but I think he’s softening a little bit or I’m getting more abrasive and I’m meeting him somewhere. I don’t know.

Russell Perry: You’re aligning with it.

Mika Perry: I just really liked his vibe.

Russell Perry: Okay.

Mika Perry: Yeah. I’m a fan. Okay. Listening, Wellness Mama podcast. I think I’ve mentioned this podcast before, but I really, really like it. If you are a mom into wellness, this podcast is for you. If you’re not a mom but you’re into wellness, this podcast is also for you. Specifically, recently, I listened to an episode called Why Everything We Know About Probiotics is Wrong on how to heal your gut health. It was a long interview by a microbiologist talking about probiotics and the interesting fact that some people don’t think about is that a lot of the probiotics will die off in your stomach with your stomach acid in the digestion system before getting to where it’s important, your gut. Very interesting one.

Russell Perry: Wait, isn’t your stomach your gut?

Mika Perry: Uh-uh. Your small intestine and large intestine, your gut.

Russell Perry: How do you make it through?

Mika Perry: Specific ones.

Russell Perry: Do you know which ones?

Mika Perry: Not off the top of my head.

Russell Perry: It’s like science.

Mika Perry: I was actually just at my doctor’s office and we talked and the ones I’m taking are like really strong and have some of the strains and also you can take some companies make probiotics that have a ton, like more a lot volume to factor in the die-off factor.

Russell Perry: Right. What if you put it in your butt, like in the other way?

Mika Perry: Oh my gosh, Russ.

Russell Perry: No. Seriously. What are those …

Mika Perry: I don’t know.

Russell Perry: Okay. They didn’t get into that.

Mika Perry: That’s actually a really good point.

Russell Perry: Yeah.

Mika Perry: Okay. Well, let’s not go there because that’s gross.

Russell Perry: Okay.

Mika Perry: Maybe, you just discovered something.

Russell Perry: New product.

Mika Perry: Eating, this is not eating. I’m actually drinking it, but it is Waterloo Sparkling Water. I recently had an opportunity to try the different flavors of Waterloo and I loved the flavor. Also, I was sitting there with an open can. I was like is someone diffusing grapefruit? It was the open can of …

Russell Perry: No way.

Mika Perry: Yeah. They use essential oils. Their cans as opposed to La Croix are BPA free and they look pretty. I like the packaging better and that’s important to me.

Russell Perry: Key factor.

Mika Perry: Mm-hmm. Finally, loving, Northstar in Tahoe. This is a ski resort and it’s our second time visiting. We just went for a little ski trip and I really like the vibe of Tahoe, specifically Northstar. That’s the only place we’ve been in the Tahoe area, so I can’t speak to the others. I know there’s some other places, like Heavenly, that’s really good. I don’t know. We’re just getting into skiing as an activity and a destination for us as a family and I really like Northstar.

Russell Perry: Nice. All right. Excellent. I will also say back to the sparkling water that I don’t think you mentioned it. It’s extra carbonated.

Mika Perry: Yes.

Russell Perry: Which is what we liked about the Topo Chico, but that was only in glass bottles and that was when we had the epic glass bottle massacre when they all fell out of your car.

Mika Perry: Yes. They fell out of my trunk and also the fact that you have use a bottle opener for the top of that, which was really not conducive to on the go water consumption.

Russell Perry: Such a hassle. So hard.

Mika Perry: Such a hassle.

Russell Perry: All right. What am I reading? I am reading a book that I picked up at Whole Foods called Ketotarian by Will Cole. Now, I know keto is not new. Everyone seems to be into it, but this was the first time I ever read anything about keto. I actually like it. It’s about a mostly vegan, plant-based diet. You can throw in some eggs and fish in there, but that’s my favorite diet. I love that diet and so I could care really less about the keto part and more about that part that I’m eating vegetables, eggs, and fish, which I just always feel better on that. It’s a really good book. I really liked it a lot. I’m on my week two of cooking to slightly your disdain because I buy way too much stuff and we have duplicates of vanilla extract out the wazoo.

Mika Perry: You just make it so complicated and not a lot of planning.

Russell Perry: I’m planning to cook.

Mika Perry: I know, but the pre-planning that goes into it.

Russell Perry: I’m learning.

Mika Perry: Seeing what’s … Okay. You’re learning.

Russell Perry: I’m practicing.

Mika Perry: True.

Russell Perry: I’m practicing.

Mika Perry: Okay. I won’t bash that.

Russell Perry: What am I listening to? Weezer’s Teal Album. Yes, Weezer is still making music and they released an entire album of cover songs. They got kind of peer pressured by Twitter to do a cover of Toto’s Africa, which was a huge hit. Then, they’ve now released an entire album of songs, including but not limited to Sweet Dreams are Made of These, Take on Me, Mr. Blue Sky, No Scrubs. Yeah. And Billie Jean.

Mika Perry: Wow.

Russell Perry: It’s really, really good and it’s short. It’s like 30 minutes long, so you can crank through them. It’s really, really good.

Mika Perry: That’s awesome.

Russell Perry: What am I eating? From my ketotarian cookbook, it is a grilled Romaine Caesar Salad with a fried egg on the side. I made my own Caesar dressing with chopped anchovies. It was really good. It was all vegan. Actually, take that back. There’s some egg.

Mika Perry: And anchovies.

Russell Perry: And anchovies, sorry.

Mika Perry: That’s a fish.

Russell Perry: Sorry.

Mika Perry: Not vegan.

Russell Perry: It was ketotarian, but it was really good and it was super simple, very, very, very filling. What am I loving at Northstar Resort? Skiing. I now have four total days under my belt and it is fantastic. I love it. Our daughters skied. Paige and Reece did it. Reece did two days and I’m just all about it. Don’t know when I’m going to get to go again, but I’m a big fan.

Mika Perry: We should put it on the calendar.

Russell Perry: You’re right. We should.

Mika Perry: We should as you would say, book the ticket.

Russell Perry: Book the ticket. That’s right. All right. Let’s get into this nebulose topic of mission vision values. Now I will say most of the time people have heard about these, it is because of some corporate experience. They worked at a big company. They went through exercises about it. I will agree and to say that I always used to have this annoyance with it. I think shows like The Office or Dilbert, they make fun of mission vision values. Truthfully, this has been one of the biggest strategic advantages that I’ve had as an entrepreneur is that very early on we created mission vision values for the company. Before we get how we use it, I want to make sure we’re all on the same level. I’m going to teach you how I understand it.
Why don’t you tell me what you think they are?

Mika Perry: Okay.

Russell Perry: What is a vision statement?

Mika Perry: A vision is a goal, like what you imagine the company or your work to be.

Russell Perry: Good. Okay. What about a mission?

Mika Perry: A mission is a purpose, why you have those goals and where you want to be.

Russell Perry: Okay. Interesting. What about values?

Mika Perry: Interesting. Values are the moral and ethical values, I guess, what’s your moral compass or how are you going to execute those things.

Russell Perry: Okay. I’ll give you a B-.

Mika Perry: Okay. Thanks.

Russell Perry: Maybe, a C+ on that. Here’s what they really are or at least in my interpretation. I always look at the vision as the impact you’re making in the world. It’s like your big fluffy why you’re here. Because waking up every single day to do the business part of the business isn’t necessarily that exciting or it doesn’t always become an exciting thing. For example, Design Pickle, we do thousands of graphic designs every day. Not super exciting doing that. A vision statement sits on top your business. It’s like the dent you’re going to make in the universe to quote Steve Jobs. What are you going to be known for? Ours at Design Pickle is to change lives through creativity. What we do is not just about graphic design. It’s to impact lives, our clients, each other, my life, your life.

It’s we’re all focused on this vision statement. That’s the hardest one sometimes to figure out, but it’s very much personally driven on your own direction of what you want to do in life. Now, the mission statement is much more practical. It’s your business thing. It’s the thing you’re selling or doing on the day to day business. Now, it can be very direct, in terms of what it is you actually do in a statement or in how you do that. For us, it’s to be the most helpful creative company in the world. We’re going to sell you helpful services, helpful products. For the most part, at least in our current iteration, it’s graphic design services.

Mika Perry: Okay. What’s your vision?

Russell Perry: To change lives through creativity.

Mika Perry: The mission is?

Russell Perry: To be the most helpful creative company in the world.

Mika Perry: Okay.

Russell Perry: How do we change lives? One way is we provide helpful services to our audience and to each other. Now the values, you were close. Values are tricky because personal values are very morally driven. Rather religiously or spiritually or how we grew up, hard to put that on the people inside of an organization, but the idea is still very helpful. If you have a bunch of fanatics about one specific belief, they all operate in a very similar way. What we do inside of the business is you create business values that aren’t super polarizing that everyone can say “You know what, I may believe different political things. I may believe different religious things, but I believe and support these values.” For us, it’s friendly, smart working, which is kind of a play off hardworking, but we work smarter, truth and service.

Mika Perry: Friendly, smart working, truth, and service.

Russell Perry: Right. These all stack up on each other. The vision is again how you’re going to be working or the impact in the world. The mission is what you do and then there’s the values. Now, the listeners didn’t see this because you’re listening. You don’t know what’s going on. Mika leaned over in the podcast studio and looked out our podcast window and we have a two and a half story banner hanging up in our office that is our vision mission value statement.

Mika Perry: Okay. So, I …

Russell Perry: Can you read it?

Mika Perry: Yeah. This is podcast studio has big window looking into a common area in the Design Pickle headquarter office and so I am leaning over and looking at this ginormous banner and it says “We are Design Pickle. We are friendly and smart working. Our actions are guided in truth. We give back to our community and honor service.”

Russell Perry: Is that it?

Mika Perry: Yes.

Russell Perry: Okay. Thought there was more.

Mika Perry: No.

Russell Perry: We’ve compiled into like one sentence. It’s a bit of a creative exercise, but again these parts are simple. Vision, then your mission, then your values. Now one word of advice for anyone who’s going to create this, don’t overthink it. There’s whole books on how to create this. There’s consultants that you can hire. When I created it, I just went to a coffee shop and was like what kind of company do I want for and what’s representative of me and the things that I value. Then from there, it is proliferated.

Mika Perry: When you did this, when you went to that coffee shop and you sat down and decided on these three things, how big was Design Pickle?

Russell Perry: One person, me. Technically, three people, our project manager and our first designer. I didn’t even teach them this. It wasn’t like this was something from the beginning, but I knew early on it was going to be a lot easier to create this than when I had 100 people or 50 people or even 10 people. That is one thing that people will think is I don’t need this because we’re not big or I don’t even have an employee. Ultimately, when I had nobody, what it served was a filter for decisions and actions to check against these statements. Is this being friendly? Is this helping somebody? As I’ll get into in a second, as we grew, these then became the filters for hiring and training and managing. What’s your mission statement for your businesses?

Mika Perry: I have not done this. I haven’t had that coffee shop.

Russell Perry: Wonderful. You should start. To the hiring piece, what we cannot teach or share on the podcast today is who you should hire, the technical skillsets, all of that kind of stuff. That’s known to you in your business and is something that is very unique to each person, but I will share a couple of tidbits here around how I now use these as filters. The first thing is first. In the interview process, we have a specific question about our values and it’s a test. First of all, it’s a test for people to go to our website and actually look up and find out about us. We have our values listed on our About page. We’ll say in the interview process, “Pick one of our core values and share what this means to you.”
We don’t actually tell them what our core value is. Now this simple of act of expecting someone to go to the website weeds out half the applications.

Mika Perry: Which is crazy to me.

Russell Perry: Right.

Mika Perry: That’s insane.

Russell Perry: In the hiring, you can use these statements obviously if they’re publicly displayed as a way to sort of test the determination of an applicant. Then when we’re asking someone to describe a value, it’s a very emotionally driven answer. You can really learn a lot about somebody. Often, the ones, the candidates that answer these questions the best, it’s not a right or a wrong answer, it’s where you can see thought and depth into that word and what it means, like a story about what their grandfather taught them about truth or how one of these principles is something that they have been guided by personally and examples of that, which is not common in the interview process. Usually, interview processes are what’s your experience …

Mika Perry: What are your strengths and weaknesses, yeah. What I’m thinking when you said that is most interview process, you are asked to share about a strength or weakness and get into a little bit maybe of an emotional side. What’s different here in what you guys do is that you tie it back to the company that they’re to work for.

Russell Perry: Right.

Mika Perry: You connect the two.

Russell Perry: A couple things to point out. First again, it’s a filter to weed out the people who just don’t care enough to go to the website. Second, we’re not training them from before they’re even hired to start thinking about these core values. What that does from a long term employment standpoint is from day zero they know these are important to the company. That is something that is mission critical if you want to have teams, especially remote teams, teams across cultures, we all kind of have to be on the same page about stuff.

Mika Perry: Which if you don’t know, Design Pickle is many of the employees are remote and across different cultures.

Russell Perry: Right. We have teams in Mexico, teams in Europe, teams in the Philippines, teams here, teams all across the United States. We even have someone in Texas. Totally different part of the country.

Mika Perry: Also in The States, you have the East Coast. Right?

Russell Perry: East Coast too. That’s a crazy land.

Mika Perry: Crazy culture.

Russell Perry: We got to keep those Philly people in line. This shows it’s important because it’s really hard to manage teams in general. It’s harder to manage teams when they’re coming from different cultures, work styles, environments, ages, sociodemographics, all of that kind of stuff. If I say friendly, doesn’t matter your background or culture, friendly is friendly. That actually remember even from when I had a business partner in Argentina, two business partners, we used feelings and words like that all the time to help bridge cultural gaps and explain things, which was way, way easier to coordinate and build upon than businessy type words with the feelings and values and all of that. They’re very, very, very universally understood.

Mika Perry: Right. Smart working and friendly I feel are unique to a value statement and definitely, I have a corporate background. You really never worked in corporate. Apple was really the only corporation a little bit and LG. Did you have any … Can you recall any mission vision value kind of stuff?

Russell Perry: It was in the training, but it was rarely talked about.

Mika Perry: Yah. For me, I had worked at Morgan Stanley. I worked for the state in education and it makes me think of a PowerPoint.

Russell Perry: Right.

Mika Perry: To see it in a PowerPoint once and then it’s one of those continuing ED or requirements that you have to sit on your computer and let the video run as some guys talking about that they hired just to do a video is talking about a mission and vision value statement.

Russell Perry: That’s most people’s experience.

Mika Perry: Right.

Russell Perry: Is this very drawn out dry thing, but I believe a lot of our listeners are trying to build their own thing. They’re creating their own world and I look at it as the guideposts to the world I want to create inside of my professional box. I’m going to pick something that matters to me. If you’d go through this and pick things that are random or generic, hard work, no one cares about hard work, like excellent service. Those are words that people will go to because it sounds good, but it’s kind of assumed your company isn’t going to have bad service.

Mika Perry: Yeah. That is something that I have heard in talks about creating this for yourself is that those are given.

Russell Perry: Right.

Mika Perry: Those are at this point such given statements and things people expect without even thinking, so you have to go further than that to differentiate yourself if you’re going to make this public and be something that you tell people about or become public.

Russell Perry: It’s like you’re describing a friend and what are the personality characteristics of the friend and beyond that they’re reliable or whatever that might be.

Mika Perry: Or like how our kids would describe someone like “How’s your friend?” Or “How was your day?” “Good.” “What’s your friend like?” “Nice.” “How should you treat people?” “Nice.” Very surface.

Russell Perry: When you’re hiring, back to the point on how you use this, using your values, using your vision, using your mission statements as part of the conversation starter is just going to tear open a whole new layer of depth in those conversations, which is going to show you a lot about the people. We can have really, really great insights into candidates on how they’re going to align with us based off these answers. It’s not like they answered them wrong, but you just energetically can pick that up. Once they’re hired and there’s many, many other steps to hiring beyond using these things, I’m going to keep it focused. Once they’re hired, now the expectation has been set pre-hiring that these are important, this becomes an ongoing conversation as well a tool for evaluations based not on performance to specific metrics or data but based on how well they’re operating within these statements and within those values.

At first, it might seem it’s hard to measure someone’s friendliness. It may be hard to measure smart working or whatever the other values. But I kid you not, these literally become guideposts for decision making that allow the teams to operate with more confidence when they’re uncertain because they can say “You know what, I’m just going to make sure to approach this with my core values and I know I’m going to be in the clear.” We really are clear with that as the management and the leaders of the company that it’s stay within the brand and the values and the mission and vision that we have. Even if you mess up, even if something goes wrong, we know you were acting in the right intent.

But when people step outside of their values, that is where we have the severest consequences because that is almost breaking the code of Design Pickle in the sense.

Mika Perry: Yeah.

Russell Perry: This to me is really … In a small business, it’s really hard to be like a real tough black and white leader because there’s so many changing dynamics inside of what we’re doing. Every day, we’re growing. Every day, is different. It’s hard to say you missed these sales targets because we didn’t have an office for half the year or we’re moving, we’re doing this. Those are real hard things to hold people accountable to. It’s really easy to hold someone accountable to the core values because those are things that you just are like you’re doing it or you’re not. Does that make sense?

Mika Perry: Absolutely.

Russell Perry: As we’re looking at personal development, we’ll use these in reviews. We will actually rank people on these areas. Every meeting we have as a company, we start and I teach this. It’s almost like a joke now in the company because I teach what are our values, what’s our mission statement, what’s our vision statement, and I’ll quiz people. It’s always repeating all the time, all the time. I know at the end of the day when I turn my camera off, we’re not streaming, and I have a production manager or a manager on the other side of the world making decisions on behalf of the company, I know they’re in integrity with me and the way I would think, which is next level awesomeness for a team performance.

Mika Perry: I’m like blown away.

Russell Perry: I’m about to be like speechless.

Mika Perry: I am and I’m really thinking as you’re saying all this. I just think it’s so great.

Russell Perry: What do you take it like? Because I know you’re really starting things anew this year business-wise.

Mika Perry: I am. I am. What I’m thinking are a couple of things. One is that I was going to ask you how do you keep it front of mind and how do you enforce this within your company on a day to day basis, so you answered that by you repeat it in front of people all the time.

Russell Perry: And gigantic propaganda 30-foot banners …

Mika Perry: Yes.

Russell Perry: … Are really helpful too.

Mika Perry: Yes, which I can see right there. I love that you did that and I don’t sit in on those meetings. I didn’t know that you did that. I love what you said that when you turn things off here and you step away, you can be confident in the integrity that your employees are acting in outside of your control.

Russell Perry: Right.

Mika Perry: That’s huge. Of course, there’s going to be instances and you’ve had instances where people did step outside of those value statements. They’re no longer here.

Russell Perry: Right.

Mika Perry: I think it’s important to have those parameters.

Russell Perry: Right. One person we had to let go because of an integrity issue on them telling the truth about time off and things like that and what was so bizarre about it was how much we talk about it. It would’ve been a fine situation, but they were for whatever reason lying about it. That was an immediately fireable offense, and you might be like “Russ, why didn’t you write him up? Why didn’t you do this?” But, it cuts so quickly to the core issue and a violation of our core principles and values that are there that it keeps everyone else real in alignment to know I can miss this, do this, make these mistakes, have these errors, but these are infallible. These are the things that I have to keep true because those are things that you can keep true in your actions.

If they are violated, it’s a very, very, very, very clearcut situation and it’s an opportunity for my team to step forward and say this was how I should’ve acted, I didn’t. If that’s complete ignored, then it’s like this person, they’re not a bad person. They’re not … In the specific instance, it’s not like they were just out of alignment and with a bigger company and a growing company that could be cancerous if you have someone out of alignment with your vision, values, and missions that what you were going after.

Mika Perry: Yeah. I know there is many people listening who are much smaller than say Design Pickle. They’re not a corporation. They’re not a big, a larger size business and they might be just themselves and thinking about growing. For someone like that, would you say … It’s sounded to me like your value systems is kind of what you touch back on the most …

Russell Perry: It is.

Mika Perry: … Out of the vision mission and value system. Obviously, ideally you want to have all three, but would you maybe start with a value system? Do you think that might be easiest for someone?

Russell Perry: It can be. Yeah. It can be because that’s typically as a small independent person what you just value yourself. No surprise friendly is a value. I consider myself as rather friendly person. You can pick those items because then that means moving forward you are going to attract those kinds of people that share those similar traits. Vision statements and mission statements are still just as important early on though because those are going to help you make decisions when there’s no clear answer. I’ve gone back so many times to look at my mission statement to be the most helpful graphic design company in the world, which actually … Sorry, that was our old one. We shifted it to be the most helpful creative company in the world because we do more than graphic design and I realized that this decision I should make or shouldn’t make because whether or not it was being helpful or not.

We’ve made software design decisions to simply be more helpful to our users and so those two other statements while we don’t come back to them as frequently as the values, they’re just as important because just this morning I was training one of my one on one clients and she has so many opportunities ahead. Starting out, she has all these opportunities, all of these ideas, and we were literally talking “Well, do you have a mission and vision statement?” She was like “No.” I was like “Well, you got to get those in.” Because all of these are good ideas, there’s all of these great opportunities, but until you have the guiding light, the lighthouse of a vision statement and mission statement, that’s when you can start saying is this in alignment with those things or is it not?
Is it getting me closer or is it not? Then, you can start to say no. That’s ultimately what younger or newer entrepreneurs suck at is saying no to opportunity because everything seems awesome.

Mika Perry: For someone that is sitting down coming up with a value system, I think a great place to look at, and this is something I just pulled up on my phone and I’m looking at right now, are your job description posts, your job posts. I am as some of you know and you’ve listened to the other episodes here recently that I’m growing my personal team and currently I’m hiring for an assistant. In my job description for the assistant, I have duties and responsibilities listed, candidate must, and then the ideal candidate. Looking at this now, I’m like these can actually be some value systems. One is I have be friendly, tactful and respectful in interpersonal interactions.

Russell Perry: Right.

Mika Perry: I have be coachable.

Russell Perry: Organized.

Mika Perry: I definitely have … I have enjoy organizing. They have to enjoy it. Have a positive attitude. Be driven and motivated. Appreciate a helpful positive lifestyle. Desire growth in their personal and professional lives. Some may look at this and say that’s way too personal where you’re at. But you know what, this is something that’s coming into my life and being my assistant, I can ask for whatever I want. I look for … That’s literally my ideal candidate.

Russell Perry: Now, what I would just suggest if I may.

Mika Perry: Yeah.

Russell Perry: Is you take no more than four or five of those and say these are the values that we have here.

Mika Perry: Right.

Russell Perry: Must identify with these values. Be really explicit. Because it’s easy to sort of read between the lines and check things out. Back to the hiring conversation, you want people from day one crystal clear on what you value.

Mika Perry: Yeah.

Russell Perry: But not having to read and figure it out.

Mika Perry: Sure. I haven’t sat down and created value systems, so what I’m saying is that this is a great starting point of a brilliant storm.

Russell Perry: When will …

Mika Perry: From here, I will concrete it out.

Russell Perry: When? By when?

Mika Perry: Soon. I don’t know, Russ. You’re so pushy about this.

Russell Perry: Come on. I’m a coach. Maybe by Sunday?

Mika Perry: Maybe. Maybe.

Russell Perry: Never try to coach your wife on the podcast. One thing that I’ll add to that is that your values and these things are all around you already. Back to the person who’s doing this for the first time and creating for the first time, you don’t need to come up with some original masterpiece of the written English language or whatever language you write in. It can literally be the things that are in job post that are mantras you’ve had your whole life or things that are there. You are the brand of your company. You are the vision and the values and the mission of your company. Even if you get larger, you will be the original seat of that and so when you make it to your coffee shop this weekend, Hon, hopefully, I’d just say or whoever is creating this, do it but just let it be natural and then let it be done.
We’ve tweaked it over the years. Like I mentioned just a little bit ago, our mission statement used to say graphic design. Now, we changed it to creativity or creative. We had another value that was kind of similar to smart working, so we changed that.

Mika Perry: What was that?

Russell Perry: No. Similar to [inaudible]. We had straightforward. Then we changed and then we had truth and so it was kind of similar. We just cut it out. There’s going to be some refinement over the years and eventually, it’ll just sink in and stick. Last tip I’ll say for all of this is we’re talking about this big banner, but for our office here we had those right in the entrance of our old office, those four pictures. They’re still in one of our meeting rooms on the ground, but they’re the four values, so put these up around so that you’re able to see them visually and be reminded of it even yourself because it’s easy to do it and forget about it.

Mika Perry: Totally. Now, you may be listening and not be running a business, but this is actually applicable to your personal life as well. Two example of this, now we’ve talked about in the business in hiring, so that’s kind of the focus here, but the two examples that come to mind as we’re talking about this is Reece’s school. I was there this morning doing a reading group and in their hallway, their value statements are truth, goodness, and beauty, and then they also have, I think, more … That might be more their vision or mission statement maybe. I’m not sure. But in the MPR, they have the banners of, I would say, values, but they have respectfulness, they have perseverance, honesty.
Those types of words and they’re not … And I regret that I can’t recall all of them.

Russell Perry: Take a code of conduct.

Mika Perry: Kind of.

Russell Perry: Archer’s code.

Mika Perry: But, what I really … Yeah, the archer’s code. I like that theirs are very similar to what you guys have done at Design Pickle is that it’s almost like it’s not the general blanket statement stuff of like hard working and be responsible. They’ve really targeted it down to what are the values that lead to hard work, that lead to an ethical conduct. It’s perseverance that helps you work harder, truth and goodness that leads to ethical behavior, so I love that they’ve done that. In a school environment, they are supporting this.

Russell Perry: Right.

Mika Perry: In a family at your home, we have done this and I do have experience implementing this, coming up with our Perry Mission Statement, our family value statement. We came up with this several years ago now, about five, six years ago. It is Perrys to the Top. Would you say that is a vision or mission statement?

Russell Perry: I think it’s a mission statement.

Mika Perry: Okay. Because it’s actionable?

Russell Perry: Kind of like how we work, how we operate, what we do.

Mika Perry: Okay.

Russell Perry: Perrys to the Top, how we approach things.

Mika Perry: Okay. Tell me again Design Pickle’s vision.

Russell Perry: To change lives through creativity.

Mika Perry: Okay. See, I think it could be Perrys to the Top could be either. But, Perrys to the Top, Maddox came up with this and it was after we brainstormed some ideas of what our family stands for. She really liked Perrys to the Top. It had a little bit of an alliteration with a T’s there, but it just meant that it was a way to express hard work and work hard. It was a way to express a positive attitude. Perrys to the Top is the end result. To be on top is the end result of all the things we value.

Russell Perry: Yeah. To chase a challenge to be on top of the peak, top of the mountain, like go after that.

Mika Perry: Yeah.

Russell Perry: Yeah. It’s been a fantastic statement. I would though like to kind …

Mika Perry: Revisit?

Russell Perry: Well, not revisit that, but I think we need to clear the values and a vision/mission, like another …

Mika Perry: Yeah.

Russell Perry: Just bring it full circle.

Mika Perry: I love it. We came up with that Perrys to the Top at our first family staycation. We just had our family staycation for 2019. We didn’t go over the values or vision mission in that way. We did go over Perrys to the Top and Reece wrote her 2019 goals on a poster board where the middle said Perrys to the Top. I think that’s a great idea, and I think that’s something that we should add on.

Russell Perry: Right. Clearly in a business context, really applicable and the hiring as well as the management piece, it’s the secret weapon that we’ve used. In your family though, no different. We still have a little bit of work to do to flesh ours out, but it’s been … We’ve had components of this whole concept of mission vision values inside of our family and at times, I don’t do performance reviews with my kids unfortunately, but I’ve been able to question them and [inaudible] them “Hey, is that Perrys to the Top?” and so on and so forth. Even Mika and I have challenged each other on that. We really hope this conversation has just been an idea-generating type of conversation on how you can use this tool and we’d love to hear what you’ve created already.
Perhaps, this has been something that you’ve already done inside of your life or businesses. Send us an email. Let us know. We’d love to read that and then you can catch all the other content we’ve referenced, our staycations when we’ve gone through process on creating moments to create this kind of stuff. Definitely check out our website to get those past episodes and connect with us there. We’d love to hear where you’re at and Mika is the main point of contact with all that.

Mika Perry: Yes.

Russell Perry: You just discuss directly with her.

Mika Perry: We really appreciate you being here today with us. Thanks for letting us chat with you today. I hope this has been thought-provoking. Thanks for sharing these episodes with your friends and family. We so appreciate that because that is how we can grow and continue the mission that we have here with the podcast.

Russell Perry: Mika, thank you for letting me coach you today and teach you about mission vision values.

Mika Perry: I’ve really learned something, a few things. I really appreciate that, so thank you, Russ.

Russell Perry: Can’t wait to see your on Sunday.

Mika Perry: Okay.

Russell Perry: All right. Thanks, everyone.

Mika Perry: Bye.

Russell Perry: Thanks for listening to this episode of Good to be Home.

Mika Perry: And don’t forget to subscribe on iTunes and give us a rating.

Russell Perry: See you next time.