{"id":12121,"date":"2016-06-08T05:00:53","date_gmt":"2016-06-08T11:00:53","guid":{"rendered":"https:\/\/tested-neuron.flywheelsites.com\/?p=12121"},"modified":"2016-06-07T22:42:19","modified_gmt":"2016-06-08T04:42:19","slug":"mission-vision-values-forget-it","status":"publish","type":"post","link":"https:\/\/unreasonablegroup.com\/articles\/mission-vision-values-forget-it\/","title":{"rendered":"Mission? Vision? Values? Forget It"},"content":{"rendered":"<p><strong>\u201cRinse and re-use\u201d should not apply<\/strong> to something as important as the expression of your enterprise and its future. <\/p>\n<blockquote class=\"right\"><p>The words for genuinely new ideas don\u2019t exist anymore in corporate speak.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/25KVp9o&amp;via=unreasonable&amp;text=&quot;The words for genuinely new ideas don\u2019t exist anymore in corporate speak&quot; @cherylheller\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<p>One common misconception among entrepreneurs is the belief (because they\u2019re told repeatedly) that they need to capture their business idea\u2014however radical\u2014in the structured and declarative statements called mission, vision and values. I know this because I used to tell clients the same thing.<\/p>\n<p>Some years ago, I went to Cairo to lead a three-day workshop for Egyptian entrepreneurs and included the glossary below as a way to shed light on the confusion around the many forms these elements can take. I share these definitions in the same spirit with which people admit to a time in their lives when they didn\u2019t recycle.<\/p>\n<ul>\n<li><b>Mission:<\/b> Why you exist, your organization\u2019s purpose in life.<\/li>\n<li><b>Vision:<\/b> Where you want to take the company, what you want to accomplish, how you want to impact the marketplace.<\/li>\n<li><b>Goals\/Objectives:<\/b> The specific, detailed accomplishments that are necessary in order to make your vision a reality.<\/li>\n<li><b>Value Proposition:<\/b> The core benefit that you offer clients, partners, etc. Can change with each customer segment.<\/li>\n<li><b>Positioning:<\/b> The underlying platform for marketing and communications. It distinguishes a company from the competition by articulating unique strengths and values.<\/li>\n<li><b>Strategy:<\/b> The creation of a unique and valuable position, involving a different set of activities.<\/li>\n<li><b>Character:<\/b> The personality of your company. Defines the experience that a customer or employee will have with it.<\/li>\n<li><b>Elevator Pitch:<\/b> Fast answer to the question: <i>\u201cWho are you?\u201d<\/i><\/li>\n<li><b>Tagline:<\/b> Evocative, creative, emotional shorthand for your mission or elevator pitch&#8230;depends on communications need and context. Frequently changes every few years.<\/li>\n<\/ul>\n<p>Make sense? I hope not.<\/p>\n<p>First of all, there are just too many pieces\u2014crowded footprints from thousands of marketing consultants making themselves important by inventing new paths to follow.<\/p>\n<blockquote class=\"left\"><p>By following a formula, we become formulaic, and that simply won\u2019t work for an entrepreneur.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/25KVp9o&amp;via=unreasonable&amp;text=&quot;By following a formula, we become formulaic\u2014that won\u2019t work for an entrepreneur&quot; @cherylheller\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<p>Second, these are the prescriptions that served the old industrial age model and made it the mechanical monster it is today. Strict rules about what and how to speak shave off all the rough edges that make ideas interesting and audible to us. It\u2019s as if all the worn structures and tired jargon can\u2019t get traction in our brains. The words for genuinely new ideas don\u2019t exist anymore in corporate speak, if they ever did. It\u2019s like trying to express yourself deeply in a language you don\u2019t know.<\/p>\n<p>By following a formula, we become formulaic, and that simply won\u2019t work for an entrepreneur. New ideas need new words to express them\u2014and if fresh, powerful words are not found, they will not be heard, they will not become infectious, and they will never become reality.<\/p>\n<p>What you need and should not leave home without is a <strong>promise<\/strong>\u2014a clear, simple statement that explains what you will do, how it\u2019s different, why it matters and to whom.<\/p>\n<blockquote class=\"right\"><p>Strict rules about how to speak shave off all the rough edges that make ideas interesting.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/25KVp9o&amp;via=unreasonable&amp;text=&quot;Strict rules about how to speak shave off rough edges that make ideas interesting&quot; @cherylheller\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<p>My definition of a promise is: The commitment a business makes to each of the people who interact with it. It\u2019s a promise that defines what is unique about the company and what people will get for their money and their time, whether they are a customer, partner, investor or employee.<\/p>\n<p>A promise is active. It\u2019s what you commit to do and be. Once you make the promise, the behavior needed to make it true becomes obvious and actionable. It may be hard to trust this notion before you do it, but when you have it, all the decisions you need to make flow from it, in the most organic way.<\/p>\n<p>One of the most famous examples is from the Ritz Carlton hotels: \u201cLadies and gentlemen serving ladies and gentlemen.\u201d<\/p>\n<p>This is a lesson in brevity. In seven words, it sets a standard that is known and can be measured. It says what they do, for whom, and how it\u2019s different. It tells employees how they need to treat guests, and it tells guests what they can expect in quality and service. It doesn\u2019t bother to say they\u2019re in the hospitality business because that\u2019s not what makes them unique.<\/p>\n<blockquote class=\"left\"><p>If you find your own voice and language as an entrepreneur, you will have a set of words that gives your idea life.<span id=\"tweetquote\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=http:\/\/bit.ly\/25KVp9o&amp;via=unreasonable&amp;text=&quot;Find your own voice and language\u2014you'll have set of words to give your idea life&quot; @cherylheller\"><i class=\"fa fa-twitter\"><\/i> Tweet This Quote<\/a><\/span><\/p><\/blockquote>\n<p>Doing this well is neither easy nor simple. Most of the time it requires the help of someone who can see you and what you want to do objectively. It\u2019s easy for people to know what they\u2019re good at and what they are burning to accomplish, but it&#8217;s extremely difficult for them to tell how they\u2019re different from everybody else. It&#8217;s even harder to self-edit all the details that feel so important to include but in reality are just the stakes of whatever game you\u2019re in.<\/p>\n<p>However you get to it, if you find your own voice and language that is meaningful to you, you will have a set of words that, like a poem, makes your heart beat faster and gives your idea life for all to see. C.S. Lewis said, \u201cEven in literature and art, no man who bothers about originality will ever be original: Whereas if you simply try to tell the truth, you will, nine times out of ten, become original without ever having noticed it.\u201d <\/p>\n<p>In my experience, entrepreneurs intuitively know this. They\u2019re excited by the challenge of finding the words that will not only capture their passion, but also set it free. It will. It\u2019s true. I promise.<\/p>\n<hr \/>\n<p><em>A version of this post originally published in May 2014. It has been updated and reposted to inspire further conversation.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cut the jargon used to describe business today. Read this and learn to focus on finding words that will not only capture your passion, but also set it free.<\/p>\n","protected":false},"author":9,"featured_media":30306,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[476,438,1510,1527,1557],"tags":[2247,2246,450,702,185,1417,1411,220,290,418,156,119,245],"class_list":["post-12121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-branding","category-career","category-debunking","category-management","tag-article","tag-branding","tag-career","tag-cheryl-heller","tag-communication","tag-corporation","tag-debunking","tag-design","tag-leadership","tag-management","tag-relationships","tag-success","tag-values"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mission? 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