You are currently browsing the tag archive for the ‘Mission’ tag.

Last week I talked about how we know when a company’s mission is truly a solid foundation, starting with delivering value to customers.

The second dimension is delivering value to us: our leaders, employees, contractors, partners, … anyone who is involved with creating and supplying products and services to those customers.

If you have a non-profit, feel free to change the language. But the concept is the same.

We won’t be able to continue, sustainably, unless WE want to do it. Again and again, year after year. And this is captured by a powerful mission statement.

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I had a powerful conversation recently with someone, exploring the nature of having an organizational mission. In my view, this is the absolute foundation for everything you do. So I’m going to explore this in the coming weeks.

I admit I’m a bit hesitant to start with your customers, but that’s where everything begins. The fact is that you need to supply value to customers, otherwise your business is not sustainable.

If you’re a non-profit, I understand that you might not want to call them “customers.” That’s fine. Call them beneficiaries, sponsors and donors. The fact is that you must deliver continuing value over the long term, or you’re going to fold.

So why am I reluctant to start with customers?

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This is SUCH a common phenomenon; I see it all the time. You’re busy doing a million things, but you’re in a fog about why.

Time to climb up above the murkiness, my friends.

And look at the big picture.

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I recently had the opportunity to lead a workshop about building marketing from a strong foundation of mission or purpose. But there was a sticking point for many in the room: They weren’t the business owner, so they didn’t feel they had the right, or the power, to declare what their company’s mission might be.

And they were right. This is the kind of stuff that gets created by owners and executive teams and such.

But that’s not the end of the story!

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I talk with employees all the time who are a bit lost on this concept of “mission.” They can’t bring anything to mind when I ask them what the mission of their company might be, and it doesn’t seem to have any relevance to their job even if there was one.

This is a problem.

Honestly, I don’t really care if you call it a purpose or mission or values or goal. I don’t mind if it doesn’t have a name at all. And I don’t care if it’s in highly refined words which precisely capture in a beautifully wordsmithed paragraph.

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How single-minded are you? How focused is your business?

I view this attribute as a continuum, ranging from spineless to monomaniacal. But I’m liking the concept of being fierce, because it combines elements of focus, intensity, and persistence.

So what does it mean to be fierce in your leadership?

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Leadership is weird.

We’re stuck in this space of always striving, always reaching. Never satisfied with the status quo.

But that wears people out – physically, emotionally, intellectually. So what’s the difference between a leader who uses this effectively, versus just burning people out?

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How enthusiastic are your customers about your products? Your company?

Of course, you have the most amazing products and services. You strive every day to promote them and to constantly improve them. That’s fantastic.

But … enthusiasm for your company? That’s harder to answer.

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RECENTLY I HAD A GREAT DISCUSSION with a local service club about Conscious Capitalism. One of the members remarked that he’s heard about companies wanting to “do good” for decades. So what does Conscious Capitalism – and similar kinds of thinking – bring to the discussion?

This is a fabulous question! Because, in fact, some companies have engaged in Corporate Social Responsibility (CSR) and other kinds of philanthropy for a long time.

What’s new is how this is growing and accelerating. First, because people have been developing some core competencies and given us a language.

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I just released a new webinar, so I wanted to make sure you’re able to take advantage of it. You can connect for free with the information down below – and these webinars are always live, not recorded.

I’m digging into the struggle that we all have with attracting the right customers. You may be lucky to have a sufficient flow of customers, but it’s easy to end up with ones who cause you more grief than they’re worth.

Plus, the revenue from these customers may be just fine, but what about the rest of the relationship? Because, if you’re following what I write, you probably have more impactful goals than just money. It’s your mission.

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