Effective Naturally

This is a question that has been asked quite a bit.

"What's the difference between a Vision and Mission?"

A vision or mission is only helpful if people actually take notice of it and live by it. If it's not at front of mind then it's useless.

However if you don't have a mission or a vision, you are quite literally wandering with no purpose.

Should you have both?
Ideally yes, especially in a larger organisation and the rest of this post should help you to know the difference.

How do you know if yours is good?
You can remember what it says and it will shape the way you work.


So a Vision is...?

• a must have - see last weeks perspective for more about good vision.
• more about why you do what you do rather than the actions.
• the ultimate result of your actions.

And a Mission is?

• more about what you do rather than what changes the world.
• it's traditionally the actions you take to get to your vision.

But this is where too many companies think too literally about what they do and end up with a mission that is so boring the employees would prefer to go to the cricket (oh that's right I'm not a cricket lover!).

Some people get caught up on the thought that a hardware store sells hammers and a service station sells petrol.
Well it is technically correct and obvious, but it's hardly interesting nor does it offer any value.

Here's an example:

If I were to get a bowl and a pair of scissors out, would you let me cut your hair? I doubt it!

In the case of a hairdresser they don't just cut hair, they "create a smile when the customer first looks in the mirror." Me cutting their hair with a bowl and scissors would NOT make them smile.

So when creating your mission make sure it's not so narrow that it provides no daily inspiration or result. It is by consistently delivering on your mission that the vision will be achieved.

In the structure of our workshops we have replace the term mission with Purpose. It's not just about the action you take but the resulting change that has occurred because you took that particular action.

So:
Vision is much more about the ultimate goal in the future.
Mission/purpose is about the result of the actions you take on a daily basis.

Point to remember: If it offers no value or they're more than one line each, they'll end up useless.

Quote of the Week

If you can't explain it simply, you don't understand it well enough." Albert Einstein

Our Vision / Purpose (Mission)

Vision: Every Tasmanian reaping the rewards as a brand people love.
Purpose / Mission: create momentum through positive word of mouth.

Touchpoint Awards

WooHoo of the Week - MONA
We don't agree that all publicity is good publicity. Obviously if staff within the Museum of Old and New Art had been intentionally rude to a customer, or if someone got food poisoning then that might warrant some negative publicity. But in this case attacking a brand because it stands tall and proud will only help the brand regardless of what it stands for. This article is a classic example. The MONA brand oozes 'controversy' and for that there is no better fuel than this letter to the editor. In fact MONA posted it on their own Facebook page with the caption 'Fair point'. The brand is proud of who they are and if someone attacks them for it ...well... it's great advertising!




BooBoo of the Week - Effective Naturally
It's always important to manage the expectations of your customer and even potential customers. Our clients are usually very impressed by quick turn arounds but this must extend to anyone you make that promise to. Yesterday we told a person who posted on our Facebook wall that we'd write a reply to his post 'later in the day'. The next morning we hadn't yet had the chance to write a well considered answer. Sure there are plenty of other things that got in the way like client needs and deadlines that we want to meet for them and I'm sure David (our fan on Facebook) would understand that, but the fact is we said 'later in the day' and didn't deliver. Paying customer or not, I said I'd do something within a particular time, didn't do it and he noticed. Essentially the bad touchpoint was for not better managing expectations. Alas, the well considered answer will be delivered to him once this edition of Perspectives is out and about.

On Facebook this week so far:
Why Cold Calling is Crap!
How to create the future you imagine.
The World's Coolest Flight Attendant
...and that request and delayed answer!

That wraps up another week of Perspectives. It was great to receive a letter of thanks from a fashion store owner who has recorded their best month yet and to mention that our information has assisted her immensely (while others in fashion were struggling). I don't have permission to say who it is but I would like to say it's these things that make our job wildly satisfying. :-)

Let's get effective!

Rick Marton Brand & Culture Architect