Monthly Archives: March 2017

Clarifying Purpose, Vision and Mission

We hear a lot about purpose, vision and mission statements – but what do they really mean, what is the difference between them, and why do we need them? Changing environment In an ever changing business environment and fast moving consumer landscape, it is critical that organisations have clarity on why they exist, what they are seeking to become, what products and services they offer and how they will accomplish their vision. Due to the rapidly changing context, businesses need to be agile and adaptive, open to innovation and even disruption, which means there is a need to review the existing purpose, vision, mission and values to evaluate whether they need refining in new seasons.  Once these have been defined, to get cut through and occupy the space in the market, organisations need to work on effectively communicating their key messages, telling their story and bringing their brand alive through strategies and culture that genuinely engage internal and external stakeholders. It is fundamental that business leaders have clarity on the following three areas: Understand your place in the market Determine which space you intend to occupy Be confident and clear in your positioning. Know it, articulate it, communicate it Working with organisations across various sectors, it is evident that there can be a lack of clarity in these three areas: A lack of clarity in knowing why their organisation exists. This can be a challenge for start-ups and established organisations alike.  While start-ups can struggle with this as they are often still exploring the terrain of where their organisation may find resonance in the market, some established organisations may have lost their sense of purpose or direction over time.  This can be a gradual drift [...]

By | 2017-03-08T10:06:47+00:00 March 8th, 2017|Leadership|0 Comments