“…The mission announces exactly where you are going, and the values describe the behaviors that will get you there.”
“…an effective mission statement basically answers one question: How do we intend to win in this business?”
“…The question forces companies to delineate their strengths and weaknesses in order to assess where they can profitably play in the competitive landscape.”
“…There could be no doubt about what this mission meant or entailed. It was specific and descriptive, with nothing abstract going on…”
“…Moreover, we harped on the mission constantly, at every meeting large and small. Every decision or initiative was linked to the mission. We publicly rewarded people who drove the mission and let go of people who couldn’t deal with it for whatever reason,…”
“…But setting the mission is top management’s responsibility.”
“…In contrast to the creation of a mission, everyone in the company should have something to say about values.”
“…The actual process of creating values, incidentally, has to be iterative.”
“…The text included imperatives such as ‘Act in a boundaryless fashion - always search for and apply the best ideas regardless of their source” and “Be intolerant of bureaucracy” and “See change for the growth opportunity it brings.”
“…With all the stories I have heard in the past few years from employees in companies around the world, I’m convinced you can not be too specific avout values and their related behaviors.”
“…In the most common scenario, a company’s mission and its values rupture due to the little crisis of daily life in business:…”
“… I am saying your company will not reach anywhere near its full potential if all that is guiding it is a list of pleasant platitudes hanging on the lobby wall.
Look, I realize that defining a good mission and developing the values that support it take time and enormous commitment…”