Why Every Elevator Business Needs a Mission and Vision

It’s fair to say we have a significant number of businesses operating in our industry that are lacking a sense of direction. I’m sure they have a solid team, and maybe even steady work coming through the door.

But if I asked them where they’re leading their company and what success looks like to them, the answer would probably be filled with “um,” “well,” and “I hope.”

This isn’t because business owners don’t care. It’s more likely that no one has helped them define these concepts up until this point.

When you’re moving 100 mph and putting out fires every day in your business, these conversations tend to fall to the bottom of the list—if they make the list at all.

But lacking a mission and vision, and not using them as the anchor for everything you do in business, is a grave mistake.

Your Mission Is the Anchor
This is the reason your business exists beyond making money.

If you strip everything away—all the tools, your crew, logos, the shiny stickers on the vans—why does your company matter? Why this business, in this industry, at this time?

Those were the questions I asked myself consistently when we started Madden Elevator. I re-evaluated our mission and vision often to make sure our efforts were still aligned with that purpose.

A clear mission sounds like:
To modernize the elevator industry by delivering smart, sustainable solutions that elevate the experience for the riding public.
Short. Sharp. Unmistakable and recognizable.

What it’s not:
We want to be the leading provider of high-quality elevator services across the Midwest.
That’s generic. Anyone in our industry can say it. It doesn’t tell us who you are, what you bring to the table, or what you value—only what you want.

Your Vision Is the Direction
Your vision defines where your business is going in the next five to ten years.

It helps your team understand what they’re working toward. It gives you a filter for decision-making. It gives your company structure and shape before the growth kicks in—both the exciting and uncomfortable parts.

You should be able to describe it:
What kind of work are you doing? What markets are you in? What’s your reputation? What does success look like?

Consider this your internal GPS. Everything that happens day to day should align with the direction of your company compass.

Why This Matters
Your mission keeps you grounded in your purpose.
Your vision sets the direction for where you’re going.

Together, they create the filter you need to make the right decisions—for your team, your growth, your strategy, and your future.

Without them, it’s easy to get caught up in what’s urgent instead of what’s aligned.

When you're clear on why you started and what you're building, setting goals becomes a whole lot easier. It comes naturally once the foundation is in place—you just build around it. There's no more guessing when everything is aligned.

If you're just getting started, this is where you begin. Before the growth. Before the hiring. Before the marketing.
Get this part right, and everything else becomes more intentional.