Educational leaders rely on compelling statements of institutional beliefs, strategic direction, and purpose (i.e., values, vision, and mission statements or VVM statements) as the three major pillars by which to launch new program/service initiatives, to enhance academic and administrative operations, and to chart sustainable options in building future institutional capacity for change. This study surveyed the various VVM statements found on an institution's website. Through this primary information source those statements identified were assessed as to their accuracy against established VVM definitions, and their rate of occurrence was also noted. The case is put forward that an institution that has developed and articulated informative VVM statements can assist its constituent groups in having greater confidence in its strategic direction (vision) as well as having an unambiguous sense of purpose (mission) as clearly defined by its common values. (Contains 1 table.)