I was browsing through Business Week's annual poll of executives to identify the 50 most innovative companies in the world and amused myself my doing a google search for their missions. Fascinating . Every company in the top 12 had a mission about what they do for customers not about themselves.
Compare that to the average turgid mission statement which goes something like : to be a leader in the provision of xxxx services in our chosen markets and to be a good corporate citizen in the way we deal with our employees and the communities we operate in.
The thing is that a mission which is specific about how you are of service becomes a powerful motivating factor for employees , liberating energy, creativity and yes of course innovation.
Here are just a few examples:
- Dedication to every clients success through innovation that matter to them (IBM)
- Improve the lives of the world's consumers (P and G)
- Create the most satisfying ownership experience in the world (Toyota: I know, I know!!! But watch them recover)
- A smile on every face (Nintendo)
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