Creating a New Business Using AI and MVOSSTE Part II - Vision Statement

 In the previous post we looked at the AI assisted creation of a mission statement for a new company that had the skill of making carrying cases. It was noted that AI would respond to prompts based on the direction given. At the outset, by limiting AI to consider only carrying cases or individual travel needs, the mission statement could be limiting. By identifying the jobs a carrying case could do and directing AI to create a mission statement on the Clayton Christensen's "jobs to be done" approach, AI created a mission statement that was broader and more likely to withstand market and environment changes.

Why is it important to have a mission statement that considers more than the current markets, products and environment? Because the mission statement if used properly can be used as a guiding light for all involved with the business on how to advance its success. Coca Cola's mission statement, “to refresh the world, bring moments of optimism and create value and make a difference”,says nothing about what products they will offer but rather what it views as its purpose. This has allowed Coke to expands business with additional products,

The same approach should be used for the vision statement. That is, focus on the broader implications. Again we can look to folks like Clayton Christensen (The Innovator's Dilemma, The Innovator's Solution), Theodore Levitt (Marketing Myopia) or Renee Mauborgne and Chan Kim (Blue Ocean Strategy). Christensen focuses on market disruptors, Levitt on a broader view of what business you are in and Kim and Mauborgne focus on creating new markets.

The purpose of a vision statement is to show how a business will create value for itself, its customers and its collaborators. It should also tell something about the culture and principles that the business intends to embrace. Coca Cola, for example, has this vision statement:

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.1

Using AI and the mission statement created based on the jobs to be done approach the mission statement for the company good at making carrying cases might be:

To become the leading innovator in mobility and protection solutions—creating value by empowering customers with intelligently designed products that simplify their lives, enabling collaborators to thrive through shared innovation and growth, and building a sustainable, profitable enterprise known for excellence, adaptability, and trust."

Below is an expansion of the underlying core values that could be incorporated. All of these are responses to prompts that direct AI on the approach to be used. In this example I have used Christensen's "Jobs to be Done" approach. I could have just as easily used the Blue Ocean Strategy of creating new markets.

🔍 Breakdown:

  • For Customers: "empowering customers with intelligently designed products that simplify their lives"

  • For Collaborators: "enabling collaborators to thrive through shared innovation and growth"

  • For the Business: "building a sustainable, profitable enterprise known for excellence, adaptability, and trust"

    🔍 Breakdown of Values Embedded:

    • Inclusion: "fostering inclusive and ethical partnerships"

    • Integrity: "guided by integrity, adaptability, and trust"

    • Customer Value: "empowering customers with intelligently designed products that simplify their lives"

    • Collaborator Value: "partnerships that drive shared innovation and growth"

    • Company Value: "sustainable, profitable enterprise"

      Core Values

      1. Integrity
        We act with honesty, transparency, and respect in every relationship and decision.

      2. Inclusion
        We embrace diverse perspectives, cultures, and abilities—fostering an environment where everyone belongs and contributes.

      3. Customer-Centricity
        We focus relentlessly on understanding and solving the real needs of our customers.

      4. Innovation
        We continuously challenge the status quo, design smarter solutions, and adapt to evolving needs.

      5. Excellence
        We strive for the highest standards in quality, performance, and reliability across every product and service.

      6. Collaboration
        We grow together by working openly with our partners, suppliers, and teams to co-create value.

      7. Sustainability
        We operate responsibly and design with the future in mind—minimizing environmental impact while maximizing utility.

      🔁 Guiding Principles

      1. Design for the Job, Not Just the Product
        Start with the customer's challenge. Build solutions that fulfill the functional, emotional, and practical needs—whether physical or digital.

      2. Lead with Listening
        Understand customer and partner pain points before acting. Insight drives impact.

      3. Build Trust Through Action
        Deliver what we promise. Uphold integrity even when no one is watching.

      4. Include Every Voice
        Diversity fuels creativity and resilience. Invite and include perspectives from every background.

      5. Simplify Without Compromise
        Make solutions intuitive and effective—beautiful in form, powerful in function.

      6. Grow Through Shared Success
        Measure success not just in profits, but in relationships, reputation, and the long-term value created for all stakeholders.

      7. Iterate and Improve
        Treat every product and process as a work in progress. Small, smart changes lead to meaningful evolution.


      Now the business has a mission and vision statement based on the "jobs to be done" approach.It is important to remember that AI responds to prompts and thinking about design of the prompts is important. In my new book "Winning Marketing Strategies using Generative AI" each example AI response is accompanied with the prompt.

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