When Alex first opened Whisker Lane, they didn’t write a business plan. There was no investor pitch, no mission statement framed on the wall. The store was small, the goals were simple, and the next steps were obvious. Like many owners, Alex was focused on doing the work, not documenting it. Years later, as the store grew—more customers, more staff, more complexity—Alex found themselves pausing to ask: What am I trying to build here? That’s when vision and mission came into the picture—not as fluff, but as tools for clarity, communication, and alignment.
What’s the Difference?
- Vision is your big picture. Where you want the business to go. What you want it to become.
- Mission is your daily purpose. What you do, how you do it, and why it matters right now.
At first, writing these might feel unnecessary. But over time, they become touchstones—especially when you’re growing, hiring, or making tough decisions. A strong mission helps your team understand what you stand for. A clear vision helps you keep moving in the right direction, even when things get messy.
Why It Matters (More Than You Think)
You don’t need to hang your mission on a sign or recite it at every meeting. But you do need a sense of where you’re going and why. Otherwise, you risk waking up one day feeling lost inside your own business.
Also, including your mission and vision in onboarding materials can be well worth it—it helps every new team member understand what they’re part of and why it matters.
Tip for You
Even if you’re not ready to wordsmith the perfect statements, take time to reflect. What kind of store do you want to build? What role do you want it to play in your community? What do you want your team and your customers to feel? Start there. Write messy drafts. Keep notes. Talk it through with people you trust. And when the time is right, put it into words—and share it. In orientation, on your wall, in how you speak every day.
Alex’s Vision and Mission
Eventually, Alex decided to share their vision and mission publicly—in the form of a light-hearted letter on their website.
We want to let you in on a little secret—your happiness is at the heart of everything we do! At Whisker Lane, our vision and mission are super important because they guide us in providing the very best for you.
Our vision is to be the trusted destination that your owners turn to for premium pet supplies, exceptional customer service, and expert guidance, providing a unique and enjoyable experience for both you and your human parents.
Our mission is to provide paw parents in our community with the highest quality pet supplies that promote the health and happiness of you, our furry friends. We offer a wide range of safe, fun, and premium products, accompanied by knowledgeable staff who provide personalized advice, guidance, and treats! Through our modern and convenient stores, as well as our online platform, we strive to create a comfortable and reliable resource for your hoomans, ensuring you receive the nutrition, care, and love you deserve.
So, remember, we are here to make you feel extra special and keep those tails wagging!
Why don’t dogs make good dancers? Because they have two left feet!
Sincerely,
Your Whisker Lane Team
Key Points to Remember
- Vision and mission help you and your team stay focused and aligned.
- They don’t have to be perfect—just real, honest, and meaningful.
- Over time, they guide hiring, growth, values, and even your peace of mind.
- They can be private at first—but don’t be afraid to make them public later.