Guiding Statements: Your Blueprint
for Success
Would you ever build a house without a
blueprint or some architectural design? Without a solid foundation
or clear image of the finished product, construction would fail.
Likewise, a business needs to have a solid foundation from which to
establish and build its success. Even though there may be numerous
complex, dynamic systems or processes in place to organize the
efficiency of a business (i.e. technology, equipment, procedures),
there needs to be a consistent foundation to establish and preserve
the basic purpose and culture of the organization.
The culture of an organization is an
outgrowth of a company’s guiding statements. These statements or
promises are usually created by the owners and/or leaders within
a business. These formal statements describe the company’s
principles for operation in their relations with customers,
suppliers, employees, and others. “To serve and protect” is
probably the most popular mission statement of any business
throughout the United States. The simplicity and focus of that
statement not only defines the role of a police officer, but
also clearly describes how they serve the public.
The most common
guiding statements are the mission, vision, philosophy and
tag-line or motto. Guiding statements clarify the purpose of
your company and paint a picture of its future. They help every
employee and customer understand why the company exists. Most
guiding statements are written from a company’s perspective, but
may also be written for a department, team or individual. Each
of the guiding statements has a specific focus, yet is
interconnected to one another. The key to success is living up
to your promise. Thus, the words must be congruent with your
behaviors.
The mission
statement is a single sentence of no more than 25-30 words that
defines the purpose, describes the people who you serve and the
end-benefit of what you do. The mission statement is a brief,
clear statement that:
-
provides the
context for formulating specific strategies
-
sets the arena in
which the organization will compete
-
determines how
resources will be allocated
-
guides the general
pattern of growth and direction for the future of the
organization
-
motivates
employees to perform in a way consistent with purpose
The vision statement
is a single sentence of no more than 25-30 words that describes
what you’d like to accomplish or be recognized as in the future.
It should not describe the current state of the company. Like
the mission statement, your vision statement should be easy to
understand, yet stated in future terms. Ideally, the vision
statement should be one a simple statement that begins with “We
will be”. Unlike the mission statement that defines your
purpose, the vision statement defines the long-term aspiration
for your business. The vision statement answers the questions:
-
How will your
organization be described or known as in a future state?
-
Where will this
recognition come from?
The philosophy may
be a single statement or a collection of value-based promises
made to key stakeholders. It basically describes the
relationship you want to have with your employees, customers,
vendors, and other people that contribute to your success.
The purpose of this step is to describe your values and identify
your philosophy or principles for operation. Formulating a
philosophy statement is the most important and most difficult
part of the planning process. It requires an in-depth analysis
of the most fundamental beliefs that underlie your culture and
decision making process. In formulating a values or philosophy
statement, you will examine:
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What values do we
hold?
-
What do we believe
is important?
-
Who and how do we
want to treat our stakeholders?
-
How will employees
serve our customers?
-
How will managers
deal with employees?
The tag-line or
motto is usually a phrase or slogan that describes what the
customer can expect from the product or service. It can be a
feeling or an attitude towards the business or life in some
general way. Creating a tag-line requires the leaders or
marketing professionals within a company to:
-
recognize and
articulate the value that drive their decisions
-
empower employees
to make decisions and take action that support these promises
-
understand and do
what matters most to their customers
Writing your guiding
statement is one of the most difficult steps of the business
planning process because it requires an in-depth discussion of
your purpose, desired future, and individual beliefs. It
expresses the “heart” of the organization. The true test of
well-written guiding statements is if they:
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Are clear and
understandable to all employees.
-
Reflect attainable
goals.
-
Are brief enough
for most people to remember.
-
Clearly specify
what business the organization is in, including information
about:
1. What customer needs the organization is attempting to fill
(not what products or services are offered).
2. Who the primary customers are.
3. How the organization plans to go about its business.
-
Have a primary
focus on a single strategic thrust, yet is broad enough to
allow flexibility in implementation.
-
Reflect the
distinctive competence of the organization.
-
Serve as a
foundation from which all decisions can be made.
-
Reflect the
values, beliefs, culture and philosophy of operations of the
organization.
-
Are worded to
serve as an energy source and rallying point for the
organization.
When you are writing
any of the guiding statement, I suggest that you remember these
five basic, but extremely important strategies:
1.
Make it Descriptive: The
words chosen need to reflect the distinct competence and
uniqueness of the organization. Typically, the words you use at
a family reunion or neighborhood party to describe your business
work best. Think of ways to keep the language appropriate and
meaningful to anyone who might be reading the statements.
2.
Less is More: Each statement
is no more than 25-30 words and is brief enough for most people
to remember and even recite. Remember to use the KISS principle
– keep it short and simple. Need I say more?
3.
Use 8th Grade Language:
Complexity is not clarity of communication. Since most people
speak and read at an 8th grade level, use language that is easy
for everyone to understand. One school of thought is to avoid
using words with more than three syllables.
4.
Make it Memorable: Guiding
statements serve as a foundation from which day-to-day decisions
can be made and behavior managed. Select relevant, but dynamic
words that serve as a source of focus and excitement. It needs
to be catchy, not cutesy!
5.
Buy In: Involve your entire
leadership team (i.e. Board of Directors, owners and senior
managers) in the creation of the statements. You make solicit
input on the front-end or comments on the back-end of finalizing
the statements from your employees and perhaps even key
customers.
Sample mission
statements:
Inspiring Solutions – “We enhance the attitudes and actions of
professionals through strategic planning, keynote presentations
and customized training programs.
A client of
Inspiring Solutions - “We are a not-for-profit continuing care
retirement community, providing our residents with the highest
quality of care and services, honoring their dignity and
independence.”
Sample vision
statements:
Inspiring Solutions – “We will be nationally recognized in the
retirement living industry for inspiring people with practical
solutions for positive change.”
Quality Inns - “We
will pursue excellence and become the most recognized,
respected, and admired lodging chain in the world.”
Sample philosophy
statements:
Inspiring Solutions - We believe that quality is whatever the
client says it is. Through on-going relationships with our
clients, we can help clarify their situation and recommend a
strategy to meet their needs. We believe in:
-
Honesty
-
Integrity
-
Respect
|
-
Quality
-
Flexibility
-
Compassion
|
IBM’s Foundation
1. The individual must be respected.
2. The customer must be given the best possible service.
3. Excellence and superior performance must be pursued.
Sample tag-lines
or mottos:
-
Inspiring
Solutions – “Your PEOPLE make the difference and we make a
difference in your PEOPLE!”
-
Nike – “Just do
it!”
Although a difficult
and sometimes painful process, once the guiding statements are
created they don’t usually change unless the focus of the
organization changes.
A company’s guiding statements are merely words unless made to
come alive and provide a source of direction and excitement to
its stakeholders. These statements need to be shared with all
employees to help fulfill the mission, achieve the vision and
follow the principles.
Once I help a team
create or refine their guiding statements, they identify
effective ways to communicate them to their employees and
customers. Here are some examples:
1. Employee handbook and manuals – use during new employee
orientation.
2. Company newsletters – write articles that describe examples
of the mission in action.
3. Plaques in common areas – communicate your promise to
visitors and customers.
4. Business cards – share your promise to other professionals.
5. Company stationery – develop a consistent look and brand with
all communication.
6. Payroll stuffers – remind employees about the importance of
their jobs.
7. Annual report – communicate to stakeholders the results of
your goals.
8. Website – educate prospective customers and employees.
9. Company vehicles – a moving billboard of your motto.
10. Promotional items (pens, calculators, company attire, etc.)
– fun gadgets to give away to employees, clients and other
stakeholders.
11. Nametags – worn by employees as a reminder that they make
the difference.
12. Print and Radio advertisements – educate the public about
who you are and what you do.
13. Banners – post throughout the business to promote your
purpose.
14. Billboards – visual reinforcement of your business.
15. Answering machines – short clips of how you help your
customers.
16. Email signature lines – consistent communication of your
guiding statements.
17. Faxes – describe the unique competence of your business.
18. Press releases – announce an event or accomplishment that
showcases your business.
19. Meeting agendas – remind and refocus teams on the company’s
purpose and goal.
20. Employee awards – recognize employees for their contribution
that is consistent with the guiding statements.
Clarifying and
creating your guiding statements is a very energizing process.
It can bring focus and strength to a team of leaders. If managed
properly, the guiding statements give employees a sense of
responsibility and pride in their work. When implemented on a
daily basis, they serve as the blueprint to a successful future.
