HAVE YOU HEARD THIS ONE BEFORE?
“Our mission is to be the industry’s premier provider and create a positive return to shareholders, blah, blah, blah.” And so goes most vision and mission statements for corporate America. No real purpose. No direction. No aspiration. Just bronze plaques with platitudes. Real vision provides navigation through the course of the day, from how coworkers say hello at the water cooler, to how executives address shareholders, to how customer service deals with angry customers. Cynics decry that vision statements are just fluff, and sometimes they’re right, but not for the best brands. These companies always see their future clearly. Heck, even anarchists have a common agenda.
