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I’ve been talking about the three key dimensions of a company’s mission. Starting with delivering value for customers, we then added articulating what the value is for us, the team.
Finally, let’s talk about how a Mission captures value for the world. This might stretch your comfort zone, but stay with me here.
The good news is that you get to define “world” for your organization. It could be the local community, society at large, your industry, or even literally the whole world.
Read the rest of this entry »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?
Read the rest of this entry »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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Several things happened to me recently which reminded me that … the beauty in life comes from what also makes it messy.
I tend to be an organized guy, so it doesn’t feel comfortable when I’m dealing with things outside my control. I like to have a plan.
But I was part of an event organizing team recently, and the event was truly amazing. Yet it wasn’t as structured and tightly controlled as I would normally prefer. So why did it work so well?
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The Values-Based Business 