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Innovation and Design 2015 – Presented by Chrissanne Long – Maximize Digital Media 1
If you don’t understand people, you don’t understand business – Simon Sinek
A Discussion of Mission, Vision and Culture
A company without vision is like a traveler without a destination. If there is no reason to take a trip, there is no reason to get in the car in the first place. Employees, in order to successfully (consistently) carry out a strategic plan must know why they are on the bus. A vision is a set of ideals the founders, or leaders of a company believe are important. They usually contain very revealing details about the founders, and their overall purpose for creating the business. They are the core of the company and for the most successful businesses, go deeper than transactions. Example: Let’s say I give 2 different people an identical map. I send them both to the same destination, but their purpose for the trip is different. Person A Is sent with the goal of taking an enjoyable road trip with the objective of finding locally owned “hot spots” in every city along the way. I want them to explore, and enjoy the culture of each town they encounter. Their reward will be based on the number of souvenirs and the stories they collect along the way. Person B Is sent with the goal of finding the fastest way to the destination. Their reward will be tied to the speed at which they will get from point A to point B. Same destination, different visions, different actions to take to accomplish the goal of arriving at point B. This is why I firmly believe all companies (and people) must start with WHY.
Apple: Just a computer company? Martin Luther King, Jr.: Just an activist? The Wright Brothers: Just Inventors?
What is the difference between these examples and “just another company/person/innovator?”
Innovation and Design 2015 – Presented by Chrissanne Long – Maximize Digital Media 2
According to Simon Sinek – All great and inspiring leaders and organizations in the world all think, act and communicate the exact same way. Every single person on the planet knows WHAT they do (100%) Some know HOW they do it (Unique selling proposition, proprietary process, differentiating value proposition) Very few people/organizations know WHY they do what they do. Profit is not a WHY. Profit is a RESULT… Always.
“Why” is your purpose, your cause, your belief.
Your why is what gets you up in the morning.
Inspired organizations all think, act and communicate from the inside out. So, the question becomes… do you want to be “just another ___________ company” or do you want to be an inspired organization? If Apple were “outside in” “We make great computers. (What) “They’re beautifully designed, simple to use, and user friendly.” How “Wanna buy one?” This is how most of us communicate. It’s how most marketing is done, how most sales people are trained.
Listen to Simon’s Talk here: http://j.mp/innovatelkld1
Innovation and Design 2015 – Presented by Chrissanne Long – Maximize Digital Media 3
Let’s look at a couple of organizations and see if we can determine if they are inside out or outside in companies. Publix
Warby Parker
Innovation and Design 2015 – Presented by Chrissanne Long – Maximize Digital Media 4
Virgin Atlantic
Trader Joe’s
Starbucks
Innovation and Design 2015 – Presented by Chrissanne Long – Maximize Digital Media 5
Culture: How long would a company last if they didn’t back up their mission and vision with actions? This is how a company culture is created. What if Starbucks shooed people out their door, or limited access to the Internet after a certain period of time. The culture of Starbucks suggests a relationship. The confidence that you’ll come back, because you feel no sense of urgency, and there is no demand for you to spend more money when you sit there for hours. What if Warby Parker didn’t donate a pair of glasses for every one they sell? How long would it take before a culture clash destroyed the company? Everyone (in Lakeland) has a Publix story. One that backs up the company’s mission to a “T.” Not every Publix experience is perfect. But Publix guarantees to make it right. Culture is not just about the customers, it’s about everyone in the company too. All employees have to “buy in” to the culture in order for the culture to exist…
President Kennedy touring NASA Space Center stops and asks a man in overalls what he does at the Space Center… the janitor replies – I’m helping to put a man on the moon, Mr. President.
21st Century Businesses – What creates great culture? Notes for discussion
Innovation and Design 2015 – Presented by Chrissanne Long – Maximize Digital Media 6
If you’re going to create a mission/vision statement; if you’re going to have core values that represent your company.; make sure they mean something. Richard Branson wrote about this for Entrepreneur Magazine.
“Most mission statements are full of blah truisms and are anything but inspirational. A company's employees don't really need to be told that "The mission of XYZ Widgets is to make the best widgets in the world while providing excellent service." They must think, "As opposed to what? Making the worst widgets and offering the lousiest service?" Such statements show that management lacks imagination, and perhaps in some cases, direction.” Source: http://j.mp/innovatelkld
I personally believe that a company’s core values cannot be created until the individuals creating the company are clear about their own personal core values. These core values have to be clearly articulated (written down) and tested in the individual’s day-‐to-‐day decision making. My personal why: I believe I exist to inspire others to find the greatness within themselves so that they will be empowered to be a positive force in the lives of others. My core values: Authenticity Integrity, Accountability and Transparency Find solutions, not problems Always be learning Cultivate an environment that encourages others to be their best.