workshop: creating mission statements, vision statements and strategy statements
DESCRIPTION
Workshop deck used to facilitate client education on the 3 kinds of statements used in marketing planningTRANSCRIPT
Mission Vision and Strategy Statements WorkshopWhat is a Mission
Statement?
An organizations mission statement is typically focused on its present business scope – "who we are and what we do.”
*
*
A Mission Statement answers three key questions:
What are the opportunities or needs that we exist to address?
(the purpose of the organization)
What are we doing to address these needs?
(the business of the organization)
What principles or beliefs guide our work?
(the values of the organization)
*
*
A tagline
Your environmental policy or statement
*
*
Big Brothers/Big Sisters of America
The mission of Big Brothers/Big Sisters of America is to make a positive difference in the lives of children and youth, primarily through a professionally-supported, one-to-one relationship with a caring adult, and to assist them in achieving their highest potential as they grow to become confident, competent, and caring individuals, by providing committed volunteers, national leadership and standards of excellence.
The purpose: To make a positive difference in the lives of children and youth so that they'll achieve their highest potential
The business: Providing and supporting committed volunteers who have one-to-one relationships with children and youth
*
*
The business: Flying to kill people
The values: Determination, resolute, no compromise
*
*
Mission examples
Southwest Airlines
The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.
The purpose: The highest quality of customer service
The business: (Implied) Air travel
The values: Warmth, Friendliness, Pride, Spirit
*
*
Harley-Davidson
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
The purpose: Fulfilling dreams
The values: Unstated
Apple Computer – Original
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.
The purpose: To bring the best personal computing experience to students, educators and creative professionals
The business: Innovative hardware, software and internet offerings
The values: (Implied) inventive, innovative, embracing risk, energetic
*
*
Apple Computer – New
*
*
Corporate Design Foundation
Corporate Design Foundation, a non-profit education and research organization, was founded on the belief that design can make a major contribution both to an individual's quality of life and to a corporation's success, and that both individual and organizational interests can be served through the effective use of the design disciplines: product design, architecture and communication design. Accordingly, our mission is to improve the quality of life and the effectiveness of organizations through design.
The purpose: To improve the quality of life and the effectiveness of organizations through design
The business: A non-profit education and research organization
The values: (Implicit) Supporting, serving
*
*
Mission examples
SC Johnson
In 1976, we formally stated our guiding philosophy in "This We Believe" – our statement of expectations for operations around the world. But it’s more than simply a written document. This We Believe is part of the DNA of the people of SC Johnson. It is the essence of who we are and how we operate.
In it, we express our beliefs in relation to five groups of people to whom we are responsible and whose trust we must continue to earn:
Employees: We believe our fundamental strength lies in our people.
Consumers: We believe in earning the enduring goodwill of the people who use and sell our products and services.
General Public: We believe in being a responsible leader in the free market economy.
Neighbors and Hosts: We believe in contributing to the well-being of the countries and communities where we conduct business.
World Community: We believe in improving international understanding.
*
*
Mission examples
Waste Management
The Company’s primary objective is to maximize stockholder value, while adhering to the laws of the jurisdictions within which it operates and observing the highest ethical standards.
The purpose: Maximize stockholder value
The business: Unclear
*
*
Interface
"Interface will become the first name in commercial and institutional interiors worldwide through its commitment to people, process, product, place and profits. We will strive to create an organization wherein all people are accorded unconditional respect and dignity; one that allows each person to continuously learn and develop. We will focus on product (which includes service) through constant emphasis on process quality and engineering, which we will combine with careful attention to our customers' needs so as always to deliver superior value to our customers, thereby maximizing all stakeholders' satisfaction. We will honor the places where we do business by endeavoring to become the first name in industrial ecology, a corporation that cherishes nature and restores the environment. Interface will lead by example and validate by results, including profits, leaving the world a better place than when we began, and we will be restorative through the power of our influence in the world."
The purpose: Stakeholde value and profit, leaving the world a better place
The business: Commercial and Institutional interiors
The values: Unconditional respect and dignity, learning and development
*
*
Odwalla
Our mission today is the same as it’s been for more than 25 years: nourish people everywhere, respect our planet, protect the soil with sustainable practices, and create products good for the soul.
The purpose: Nourish people everywhere
The business: Creating healthy products
The values: (Implicit) responsible, principled
*
*
Mission examples
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
The purpose: Build the best product
The business: Unstated
Aveda
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility – not just in the world of beauty, but around the world.
The purpose: Care for the world
The business: Creating responsible products
The values: (Implicit) responsible, principled
Mission examples
What is a Vision Statement?
Focused on “Tomorrow – the future”
A Vision Statement is a brief statement that clarifies what a company is trying to accomplish or achieve – growth, renewal, etc.
It focuses on tomorrow; it is inspirational; it provides clear decision-making criteria; and it is timeless.
*
*
What goal (aspirational or measurable) are we trying to accomplish?
*
*
Vision examples
Arm & Hammer
Arm & Hammer will achieve number one or two positions in all categories where the natural power of baking soda is a meaningful benefit and can be easily differentiated.
*
*
Boeing (1950)
Become the dominant player in commercial aircraft and bring the world into the jet age.
Sony (early 1950’s)
Become the company most known for changing the worldwide poor-quality image of Japanese products.
Ford Motor Company (early 1900’s)
Ford will democratize the automobile.
*
*
Mission:
To create the technologies and fuel the communities that power the Participation Age.
Vision :
Everyone and everything participating on the network.
*
*
HLB
Mission:
HLB is a multidisciplinary product development firm focused in the Consumer and Medical markets.
Our mission is to create products that make life more enjoyable, more convenient, and more fulfilling for those who use them.
We call this Meaningful Design.TM
We are committed to providing an intimate level of service to the companies we serve, while delivering innovative solutions that advance their business goals and deliver distinct benefit to their customers.
Vision:
*
*
Clarke
Mission:
We help make communities around the world more livable, safe and comfortable by:
Pioneering, using and championing the most eco-responsible and advanced products, services and business practices possible.
Providing support to as many communities as we can through The Clarke Cares Foundation.
Living our mission through our daily words and action.
Supporting our customers, partners and each other in this endeavor, and inspiring others to join us.
Vision:
*
*
What is a Strategy Statement?
A Strategy Statement is used to align the efforts of an organization by identifying three critical components:
Objective
Scope
Advantage/means
*
*
Edward Jones strategy statement
Edward Jones aims to grow to 17,000 financial advisors by 2012 by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one-financial-advisor offices.
The clearly stated goal: 17,000 financial advisors by 201
The scope: Financial advice to conservative individual investors who delegate their financial decisions
The advantage/means: Trusted and convenient face-to-face advice through a national network of one-financial-advisor offices
*
An organizations mission statement is typically focused on its present business scope – "who we are and what we do.”
*
*
A Mission Statement answers three key questions:
What are the opportunities or needs that we exist to address?
(the purpose of the organization)
What are we doing to address these needs?
(the business of the organization)
What principles or beliefs guide our work?
(the values of the organization)
*
*
A tagline
Your environmental policy or statement
*
*
Big Brothers/Big Sisters of America
The mission of Big Brothers/Big Sisters of America is to make a positive difference in the lives of children and youth, primarily through a professionally-supported, one-to-one relationship with a caring adult, and to assist them in achieving their highest potential as they grow to become confident, competent, and caring individuals, by providing committed volunteers, national leadership and standards of excellence.
The purpose: To make a positive difference in the lives of children and youth so that they'll achieve their highest potential
The business: Providing and supporting committed volunteers who have one-to-one relationships with children and youth
*
*
The business: Flying to kill people
The values: Determination, resolute, no compromise
*
*
Mission examples
Southwest Airlines
The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.
The purpose: The highest quality of customer service
The business: (Implied) Air travel
The values: Warmth, Friendliness, Pride, Spirit
*
*
Harley-Davidson
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
The purpose: Fulfilling dreams
The values: Unstated
Apple Computer – Original
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.
The purpose: To bring the best personal computing experience to students, educators and creative professionals
The business: Innovative hardware, software and internet offerings
The values: (Implied) inventive, innovative, embracing risk, energetic
*
*
Apple Computer – New
*
*
Corporate Design Foundation
Corporate Design Foundation, a non-profit education and research organization, was founded on the belief that design can make a major contribution both to an individual's quality of life and to a corporation's success, and that both individual and organizational interests can be served through the effective use of the design disciplines: product design, architecture and communication design. Accordingly, our mission is to improve the quality of life and the effectiveness of organizations through design.
The purpose: To improve the quality of life and the effectiveness of organizations through design
The business: A non-profit education and research organization
The values: (Implicit) Supporting, serving
*
*
Mission examples
SC Johnson
In 1976, we formally stated our guiding philosophy in "This We Believe" – our statement of expectations for operations around the world. But it’s more than simply a written document. This We Believe is part of the DNA of the people of SC Johnson. It is the essence of who we are and how we operate.
In it, we express our beliefs in relation to five groups of people to whom we are responsible and whose trust we must continue to earn:
Employees: We believe our fundamental strength lies in our people.
Consumers: We believe in earning the enduring goodwill of the people who use and sell our products and services.
General Public: We believe in being a responsible leader in the free market economy.
Neighbors and Hosts: We believe in contributing to the well-being of the countries and communities where we conduct business.
World Community: We believe in improving international understanding.
*
*
Mission examples
Waste Management
The Company’s primary objective is to maximize stockholder value, while adhering to the laws of the jurisdictions within which it operates and observing the highest ethical standards.
The purpose: Maximize stockholder value
The business: Unclear
*
*
Interface
"Interface will become the first name in commercial and institutional interiors worldwide through its commitment to people, process, product, place and profits. We will strive to create an organization wherein all people are accorded unconditional respect and dignity; one that allows each person to continuously learn and develop. We will focus on product (which includes service) through constant emphasis on process quality and engineering, which we will combine with careful attention to our customers' needs so as always to deliver superior value to our customers, thereby maximizing all stakeholders' satisfaction. We will honor the places where we do business by endeavoring to become the first name in industrial ecology, a corporation that cherishes nature and restores the environment. Interface will lead by example and validate by results, including profits, leaving the world a better place than when we began, and we will be restorative through the power of our influence in the world."
The purpose: Stakeholde value and profit, leaving the world a better place
The business: Commercial and Institutional interiors
The values: Unconditional respect and dignity, learning and development
*
*
Odwalla
Our mission today is the same as it’s been for more than 25 years: nourish people everywhere, respect our planet, protect the soil with sustainable practices, and create products good for the soul.
The purpose: Nourish people everywhere
The business: Creating healthy products
The values: (Implicit) responsible, principled
*
*
Mission examples
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
The purpose: Build the best product
The business: Unstated
Aveda
Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility – not just in the world of beauty, but around the world.
The purpose: Care for the world
The business: Creating responsible products
The values: (Implicit) responsible, principled
Mission examples
What is a Vision Statement?
Focused on “Tomorrow – the future”
A Vision Statement is a brief statement that clarifies what a company is trying to accomplish or achieve – growth, renewal, etc.
It focuses on tomorrow; it is inspirational; it provides clear decision-making criteria; and it is timeless.
*
*
What goal (aspirational or measurable) are we trying to accomplish?
*
*
Vision examples
Arm & Hammer
Arm & Hammer will achieve number one or two positions in all categories where the natural power of baking soda is a meaningful benefit and can be easily differentiated.
*
*
Boeing (1950)
Become the dominant player in commercial aircraft and bring the world into the jet age.
Sony (early 1950’s)
Become the company most known for changing the worldwide poor-quality image of Japanese products.
Ford Motor Company (early 1900’s)
Ford will democratize the automobile.
*
*
Mission:
To create the technologies and fuel the communities that power the Participation Age.
Vision :
Everyone and everything participating on the network.
*
*
HLB
Mission:
HLB is a multidisciplinary product development firm focused in the Consumer and Medical markets.
Our mission is to create products that make life more enjoyable, more convenient, and more fulfilling for those who use them.
We call this Meaningful Design.TM
We are committed to providing an intimate level of service to the companies we serve, while delivering innovative solutions that advance their business goals and deliver distinct benefit to their customers.
Vision:
*
*
Clarke
Mission:
We help make communities around the world more livable, safe and comfortable by:
Pioneering, using and championing the most eco-responsible and advanced products, services and business practices possible.
Providing support to as many communities as we can through The Clarke Cares Foundation.
Living our mission through our daily words and action.
Supporting our customers, partners and each other in this endeavor, and inspiring others to join us.
Vision:
*
*
What is a Strategy Statement?
A Strategy Statement is used to align the efforts of an organization by identifying three critical components:
Objective
Scope
Advantage/means
*
*
Edward Jones strategy statement
Edward Jones aims to grow to 17,000 financial advisors by 2012 by offering trusted and convenient face-to-face financial advice to conservative individual investors who delegate their financial decisions, through a national network of one-financial-advisor offices.
The clearly stated goal: 17,000 financial advisors by 201
The scope: Financial advice to conservative individual investors who delegate their financial decisions
The advantage/means: Trusted and convenient face-to-face advice through a national network of one-financial-advisor offices
*