Our Vision & Mission


We are a small business, yet when we created the company it was clear from the beginning that we needed to define our vision, mission and values. What is our purpose in the world. If we didn’t clarify these things then how would we know where we were going. We could end up in a totally different place to where we really wanted to be.

We also gave ourselves permission to recognize we may refine our vision, mission and values as we grow. This helped us release any ideas of striving for perfection as we crafted the statements. We know nothing is set in stone, and we know that as we learn and grow life evolves. Yet for now, our vision, mission and values are clear.

If you find yourself in need of clarifying your business vision, mission and values, or you work for a company but it’s not clear what they are, then outlined in this and next post are the steps we took, along with some inspiration as to why they are beneficial.

No matter how many times you’ve visited the topic of vision, mission, and values it always takes thought and brain power. So, to help with letting the thoughts seep in, we have broken down the topics to make it easier to digest. First releasing insights on the vision and mission, and tomorrow we’ll release the next post on values.

Our Vision


A vision statement describes what a company envisions for the world or community as the mission is achieved. As a result of our services this is the state that we will be in.

We envision the world as a place where we are all thoughtful in our approach to our own lives and with others. Where our business choices and services are thoughtful, and no matter what we do we choose to find and follow thoughtfulness in order to thrive.


The Mission

The mission statement is simply.. what your business is on a mission to do and achieve. The Birch Cove mission is to:

Birch Cove began with the idea of incubating thoughtfulness to help businesses thrive. The notion that when considerate thought it infused into a business eco-system that business will thrive. Individuals, relationships, opportunities, growth, culture, profitability, efficiencies, and costs are all impacted when thoughtfulness is applied. However we needed a tighter and clearer message about our mission. So we began to unpack exactly what makes incredible organizations thrive. For a business to grow and flourish it is the people that make up that business and determine its success. Clients, employees, business partners, and investors all need to be looked after, to be taken care of, feel loved, valued, respected, heard, seen, and included. Since we believe and recognize the depth and power of thoughtfulness as a way to underpin all of this the notion of incubate thoughtfulness was first and critical.

The Power of Words

The words you choose in your mission statement are powerful and will create stories and connections. We looked up the definition of every single word to understand it’s meaning and whether we felt it was fit for purpose.

  • Incubate - “(Of a bird) sit on (eggs) in order to keep them warm and bring them to hatching.“ We are inspired by business incubators, where their purpose is to nurture, grow, encourage and “hatch” start ups to be successful. Birch Cove is incubating thoughtfulness by helping businesses to plant seeds that will grow over time into strong thoughtful expressions.

  • Thoughtfulness - “Consideration for the needs of other people.“ Businesses that succeed provide a valuable service to others. Service leadership is critical to businesses today, and we believe that for a business to have impact it must first recognize and understand how it is serving others. Keep thoughtfulness at the heart of strategic decisions, planning, activities and initiatives to create superior performance in the well-being of relationships, in productivity and profitability.

  • Create - “Bring (something) into existence.“ By incubating thoughtfulness we are bringing it into existence in other businesses and helping them thrive.

  • Brighter - “Giving out or reflecting a lot of light; shining.” Not only do we want Birch Cove to shine a light on what thoughtfulness is and how it helps people and businesses succeed, but we also help individuals feel more connection with themselves and with others.

  • Connections - “A relationship in which a person, thing, or idea is linked or associated with something else.” Birch Cove is about forming, strengthening, nurturing, and growing connections through our client programs.

  • Growth - “The process of developing or maturing physically, mentally, or spiritually.“ and “the process of increasing in amount, value, or importance.“ and “increase in economic value or activity.“ A multifaceted approach to growth in what we are doing here at Birch Cove, both in our business culture and with our clients.

  • Opportunities - “A set of circumstances that makes it possible to do something.” by focusing on thoughtfulness and partnering with Birch Cove it is possible for our clients to achieve new heights of business success.

  • Help - “Make it easier for (someone) to do something by offering one's services or resources.“ By sourcing and uncovering the best of the best in the field of thoughtful elements we are able to give our clients access to a showcase of experts and businesses that deliver solutions fit-for-purpose.

  • Individuals - “a single human being as distinct from a group, class, or family.“ When organizations take account of individuals, treat people as individuals with care, love, respect, empathy, compassion, kindness and thoughtfulness it creates space for those individuals to become the best they can be, and the ripple effect occurs as teams connect in new and enhanced ways, relationships with team members, business partners, clients, and investors are valued and begin to transition into news ways of connecting. The organization then begins to thrive.

  • Businesses - “A commercial operation or company.” Birch Cove is a business, and we help other businesses. There are clear economical needs and those must be balanced as part of the existence of a business that generates revenues and profits. However, we come back to the notion that by truly taking care of the individuals this creates an alignment that generates value in a company and sees profits soar.

  • Flourish - “Grow or develop in a healthy or vigorous way, especially as the result of a particularly favorable environment.“ Our services help our clients create environments and eco-systems that allow their people and business to grow, develop and prosper.

The mission statement sets the tone for your business, it acts as a compass, so down the road you can always look back at your mission and decide if you are still walking the path or if you have gone off course. It is the map that can bring you back to your original intentions and give you guidance as you make decisions. Your mission statement can give insight into and communicate:

  1. What your business does

  2. Why your business exists

  3. And inspire anyone who comes into contact with your business

If you’re intrigued to discover more about vision and mission statements, here is an article worth reading - vision and mission statements.