After a long illness, and being ignored for decades, the long, boring business mission and vision statements have finally been laid to rest.
No longer serving any real purpose, the mumbo-jumbo bureaucratic language written by committees has gone on to greener pastures. Mission and vision statements once were an important part of most organizations. But they got sick with a Mad-Libs like approach.
People would drop words and cliches into a tortured message that no one could ever recall. They leave behind millions of associates who could care less for these worthless efforts and frankly, won’t remember them.
Rest in peace mission and vision statements. Unfortunately, you won’t be missed.
What’s Next
For decades, companies put together cross-functional teams to create a mission and vision for their companies. The problem was that after making sure every department and buzzword was included. No one would ever remember their message.
Today, companies realize the power of a clever phrase or origin story instead of buzzword bingo mission/vision statements.
Moreover, simple taglines or mission narratives are more popular today because they are memorable, clever and quickly tell the story of why a company is in business. If you can explain your WHY is three to five words, you’ll have an easier time aligning everyone heading toward the same north star. In some situations, a short-phrase coupled with an image or metaphor can also be a powerful way to tell your story.
At Best Buy, the company realized that it needed to shift the culture with a fresh strategy. Today, their focus is “let’s talk about what’s possible”. This strategy was both internal and external facing.
They wanted an alternative to saying no to employees and customers. So, they instilled in 120,000 associates the idea of be amazing. What that means, was left to the individual, but it aligned with a new attitude and cultural shift. The results of this work, over a few years, shows Best Buy as a leader in a challenging retail space.
Simple Examples That Truly Provide a Vision
Best Buy
Be amazing.
Dell’s Origin Story
At Dell, everyone can repeat the origin story of Michael Dell starting his business in his dorm room. Therefore, their brand narrative can be said in different ways but its focus is always on how the business started and about serving the customer’s special needs by building something just for them.
Patagonia
“Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.”
Warby Parker
To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
IKEA
To create a better everyday life for many people.
Tesla
To accelerate the world’s transition to sustainable energy.
TED
Spread ideas.
Apple
The company still wants to align around a think different attitude. With just two words, think different, their brand has a clear purpose that both internal and external stakeholders understand.
Nike
Just Do It. Inspiring their organization to be action-oriented with a focus to the effort, not the result.
Traveling without a Compass
In summary, does your company have a mission and vision statement that no one can repeat? Is it hanging on the walls and no one can repeat it.
If not, you are traveling somewhere without GPS, and the company is apt to get lost. Find a succinct and memorable phrase to get your team aligned. Make sure everyone at your company understands where your journey is taking your brand.
Does your business need a marketing coach, guide, or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Ryan Crotty on Unsplash
