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5 Tips to Create Your Guiding Statements
“To serve and
protect” is probably the most popular mission statement of any
organization 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.
Organizational
culture is an outgrowth of a company’s guiding statements. These
statements are the mission, vision and philosophy. 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.
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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.
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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.
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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.
Writing your guiding
statement is one of the most difficult steps of the planning
process because it requires an in-depth discussion of your
purpose, desired future, and individual beliefs. It expresses
the “heart” of the organization.
Below are the top 5 tips to ensure that you have well-written
guiding statements:
1.
Descriptive: The words chosen need to
reflect the distinct competence and uniqueness of the
organization.
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.
3. 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.
4. Make it Memorable:
Guiding statements serve as a foundation from which day-to-day
decisions can be made and behavior managed. Select
appropriate, but dynamic words that serve as a source of focus
and excitement.
5. Buy In: Involve
your entire leadership team (i.e. Board of Directors and
senior management) in the creation of the statements. Share
the statements with all employees to help fulfill the mission,
achieve the vision and follow the principles.
Sample mission
statements:
Inspiring
Solutions – “We enhance the attitudes and actions of
leaders and their people through strategic planning 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:
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Honesty
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Integrity
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Respect
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Quality
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Flexibility
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Compassion
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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.
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. To learn how our clients are using their
mission, vision and philosophy statements…read on.
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20 Ways to Communicate Your
Purpose
A company’s
guiding statements are merely words unless made to come
alive and provide a source of direction and excitement to
its stakeholders. Once Michele has helped a strategic
planning team create or refine their mission, vision and
philosophy statement, they identify effective ways to
communicate them to their employees and customers. Here are
some examples:
1. Employee
handbook and manuals
2. Company newsletters
3. Plaques in common areas
4. Business cards
5. Company stationery
6. Payroll stuffers
7. Annual report
8. Website
9. Company vehicles
10. Promotional items (pens, calculators, company attire,
etc.)
11. Nametags
12. Print and Radio advertisements
13. Banners
14. Billboards
15. Answering machines
16. Email signature lines
17. Faxes
18. Press releases
19. Meeting agendas
20. Holiday Cards
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