Watching student enrolments dissipate after you’ve spent excessive time crafting your school statements can be heartbreaking. Surely, this was the catalyst to turn things around!

Or maybe your issue isn’t dwindling numbers. Perhaps it’s just the culture and tone of your school haven’t fired well since. Maybe it’s all just a little...meh.

It’s no secret that schools are steeped in statements. We’re obsessed with them. We fight for their existence and defend the lack of brevity. Why be concise when our words can be so esoteric?

Not only do we try to be abstruse with our words (abstruse seemed more appropriate than filibusterously, long-winded), but we also seek to create statements we don’t even need: purpose statements, statements of philosophy, school ethos, organisational objectives, guiding statements, and the list goes on.

But here’s a hard truth: many of these statements do nothing to inspire action or ignite passion. At best, they don’t confuse your stakeholders, but that’s a low bar for something that should help drive your strategy.

They sit there, static and lifeless, like old textbooks on a shelf.

So, why aren’t they working? Why do your vision, mission, and values feel like fog rather than a clear guide? Let’s break it down—and shake things up.

Which statements does my school need?

Let’s keep it simple and identify the statements you do need. Forget your statements of philosophy and school ethos. To fully inform your current and future stakeholders, you need only three declarations: a Vision statement, a Mission statement, and a statement of guiding Values.

Of all these, the most critical is your Vision statement. This statement should drive your strategy, your goals, and how you measure your success.

Vision: Not a Dream, But a Destination

Most school leaders treat the vision statement like a wish list: We aspire to be a world-class institution. This sounds impressive but leaves everyone wondering—what does that even mean?

Best Practice Insight:
A vision should be a clear destination, not a vague aspiration. It’s about painting a vivid picture of the future your school is working toward. Think of it as your school’s North Star—a guiding light that’s both bold and tangible.

Counter-Intuitive Shift:
Forget the fluff. Your vision doesn’t need to sound grand; it must be actionable. A powerful vision isn’t about being “the best.” It’s about being specific.

The Anatomy of a Vision Statement:

Your Vision statement must conform to the following rules:

• It should be ambitious but achievable over the long term
• It should be directional, pointing to a measurable outcome or destination
• It should draw a clear distinction between you and your competitors

The questions you need to be asking are:

• Where do we want to go?
• What impact do we want to make on the world?

In essence, it should be answering the WHERE question.

Example:

Lego’s vision statement is an excellent representation of this, “A global force for Learning-through-Play.”

• It’s ambitious – using the word ‘force’ demonstrates an intensity or strength to influence as a productive power.
• It’s directional – they aim to be ‘global’, stretching their perspective beyond their local realm.
• And it separates itself from its competitors by claiming ‘Learning-through-Play’. Unlike a Barbie doll or a simple Yo-Yo that entertains through play, Lego taps into inquiry-based learning. It’s identified its market and set the course to achieve it.

Bringing it back to schools, instead of saying, “To prepare every student to thrive in a complex, changing world,” try something like, “To be the leading innovator where STEM girls champion the future.” Now, you’ve got direction and clarity.

Mission: The Why, Not the What

If the vision is where you’re going, the mission answers why you exist. Yet, many schools fall into the trap of describing what they do rather than why they do it differently.

Best Practice Insight:
Your mission should articulate your school's unique approach to fulfilling its vision. It’s not enough to say, “We educate students.” Every school does that. How do you educate in a way that aligns with your vision?

Counter-Intuitive Shift:
Stop thinking of the mission as a task list. Instead, make it a statement of transformation. What experience or change are you promising your students, teachers, and community?

The Anatomy of a Mission Statement:

Your Mission statement must conform to the following rules:

• It should define your purpose, the reason your school exists
• It should communicate to your stakeholders what you do and how you will do it
• It should drive your values

The questions you need to be asking are:

• Why do we exist?
• Who are we doing this for?
• How do we do it?

In essence, it should be answering the WHY question.

Example:

In 1998, Google created its mission statement: "To organise the world's information and to make it universally accessible and useful.” Competition for search engines was intense then, with Google, AltaVista, Excite, Yahoo! and many other entrants jostling for market share.

• It defines its purpose – as “organising the world’s information.”
• It communicates what they do – “[making the information] universally accessible”, and
• It drives their values – “respect the user” by making it useful.

A typical mission might read: “To provide a high-quality education in a safe environment.” A more compelling mission could be: “To ignite a passion for lifelong learning and cultivate skills for a future we can’t yet imagine.” See the difference? One is generic; the other is inspiring and actionable.

Values: More Than Words on a Wall

Here’s where things often fall apart. Schools love to list values: respect, integrity, excellence. These sound great but mean little if they’re not lived and breathed every day.

How many should you have? Millar’s Law states that the average person can only hold about seven items in their working memory (give or take two). A school with a diverse spread of stakeholders aiming for the lower of those options may help get your message across and instil your culture sooner.

My recommendation is to keep it to 3 or 4.

Best Practice Insight:
Your values should act as decision-making filters. Every policy, initiative, and even daily interaction should reflect them. If they don’t guide behaviour, they’re just wallpaper.

Counter-Intuitive Shift:
Ditch the jargon. Focus on behaviours, not buzzwords. Instead of listing “integrity,” describe what integrity looks like in practice at your school.

The Anatomy of a Statement of Values:

Your Statement of Values must conform to the following rules:

• It should relate to your Vision and Mission statements
• It should provide clarity for decision-makers – e.g. when facing a complex situation, your values should simplify the outcome
• It should be understandable for your youngest stakeholder

The questions you need to be asking are:

• What are our irrevocable beliefs?
• What are we prepared to battle for?

In essence, it should be answering the WHAT question.

Example:

You don’t have to look further for a stellar example of lived-out values than Richard Branson’s Virgin Group. These six values personify the brand and drive its culture.

• Insatiable curiosity
• Smart disruption
• Straight up
• Heartfelt service
• Delightfully surprising
• Red hot relevance

However, the most illuminating takeaway is that each needs no further explanation. They’re succinct, but they evoke the exact comprehension from me as they do from you.

Schools usually opt for single words: excellence, respect, honesty, courage. But these words often carry different meanings for different people. Schools must explain them further to make them work, which becomes immemorable and uncompelling.

So, instead of saying, “Excellence,” you might state: “Exceeding Competence” Now, there’s a straightforward, actionable value.

Why Most Vision, Mission, and Values Fail

1. They’re Too Generic:
   If your statements could apply to any school, they lack power. The key is differentiation. What makes your school’s journey unique
2. They’re Not Embedded:
   Many schools create these statements once and forget about them. They should be living, breathing guides—referred to in meetings, decisions, and even student assemblies.
3. They’re Not Aligned:
   Your vision, mission, and values must work together. If your vision is about innovation but your values emphasise tradition, there will be a disconnect. Alignment is everything.

Turning Fog into Focus: Practical Steps for School Leaders

1. Audit Your Current Statements:
   Take a forensic look at your vision, mission, and values. Are they clear? Specific? Do they inspire action?
2. Engage Your Community:
   Crafting these statements shouldn’t be a top-down exercise. Involve staff, students, and parents. Their input ensures relevance and buy-in.
3. Test for Relevance:
   Ask yourself: Can every member of our community see themselves in these statements? Are they practical enough to guide decisions?
4. Embed Them in Culture:
   Use your vision, mission, and values as touchstones in daily school life. Reference them in staff meetings, performance reviews, and student awards.

The Payoff: When Statements Come Alive

When your vision, mission, and values are clear, aligned, and actionable, they become more than words—they become your school’s DNA. Teachers feel a sense of purpose, students understand the bigger picture, and parents see a school with direction and heart.

The fog lifts. Suddenly, your school is moving forward, driven by a shared understanding of where it’s headed and how it will get there.

So, take a moment to reflect. Are your vision, mission, and values lighting the way—or clouding it? It’s time to cut through the fog and lead with clarity, courage, and conviction. After all, your school deserves more than words. It deserves a future shaped by them.