Vision, mission and values: worth the effort?

By Christina Moore

You know the drill…come up with a clever slogan, develop graphics for nifty packaging, then print posters, send e-mails, arrange town halls, maybe even buy lapel pins, Post-It notes or “clicking message” pens for the troops. Does it work?

A colleague recently asked me what the value is in conducting elaborate exercises to determine a company’s vision, mission and values. Or if extravagant plans to “sell” everyone backfire, then fall flat.

My thoughts? Two specific benefits: buy-in and clarity.

First, this type of exercise is valuable for the management team – when it involves multiple tiers of management. Even a few line employees or representatives from other stakeholder groups. In other words, an elite group of executives who go “offsite” to figure it all out, then expect instant enthusiasm upon their return won’t work. The key is involvement. By nature, we’re more inclined to embrace something if we’ve participated and understand context and rationale. That’s buy-in.

Second, this type of exercise can create clarity derived from debating which words to use to convey the company’s ideals. There’s just something about committing thoughts to writing. Then working with others to reach shared meaning for the words themselves. By the way, the best part about clarity (from a communicator’s perspective) is it sure makes it easier to develop a message platform! How many times have you tried to write a release, speech, talking points or article explaining business strategy when there’s no consensus on the strategy itself?

So, what is central to communicating a new vision, mission and values? I daresay credibility and congruency. Posters, Web graphics, promotional items, etc. fall flat without management incorporating the vision, mission and values in everyday conversations. After all, don’t we gauge credibility in face-to-face, eyeball-to-eyeball interaction? And all levels of management need to be on board – not just the few at the top. Lastly, the management team needs to serve as role models. To demonstrate desired behaviors in their dealings with all publics. To match the message. That’s what I mean about congruency.

What do you think?