Why you should build a clear mission and vision statement
Have a clear mission and vision statement, and make sure your team is fully committed to it
If your associates cannot explain the importance of your company’s mission and why it resonates with customers, you have some work to do. If you are leading a company and discover that there is nobody behind you, you are just out for a stroll.
P + E + S = Ef
When I was interim CEO of Caribou Coffee, we created a new mission — “Caribou Coffee: An Experience That Makes the Day Better” — that took into account our employees, customers, and vendors. It became the raw material for a customer-centric equation that I still use in my businesses today:
P + E + S = Ef
Product + Environment + Service = the Experience factor
I learned that you have to deliver a great product and experience, and do not assume it will age gracefully. Be prepared to test it, find its weak spots, and use that knowledge to improve it on a continuous basis. Only then can you build a brand religion.
