Your vision is big-picture, aspirational and oriented toward the long game. Where do you see yourself in twenty years (your place in the market in terms of your reputation, products, services, etc.)? How do you see your work impacting your customers’ lives and your community itself? Having a clear vision helps to formulate an actionable mission.
Before framing your mission and vision, you have to understand your core purpose. Your purpose is the reason you come in to work every day; it’s the foundation for all the decisions you make for your brewery, and it shapes the operation of your business, from the beer and experiences you create to the methods you use to deliver them. We do this by defining your product(s) and method(s) en route to understanding your purpose.
Your products are the concrete things you sell to your customers (beer, in this case). In a world with near limitless craft beer available, we need to dig deeper to compel customers to buy your beer. Closer to your purpose is your method, or the practices you use to create and deliver your products (think proprietary brewing methods or the experiences you create surrounding your beer). The foundation for all of this—your reason for existing—is your purpose. This matters because customers want to support companies that align with their personal values. For example, if I care about supporting veteran causes, I’ll seek out a veteran-owned brewery.