Strategy &
Mission
Statement
Development
Jim Collins:
“Leadership is the process
of alignment.”
- Granite Rock Company
- Southwest Airlines
- HP
- Ritz Carlton
When visions are clear...
 Job satisfaction is higher
 Greater commitment & loyalty
 Esprit de Corps
 Higher clarity about organizational values
 Increased pride in the organization
From The Leadership Challenge by Kouzes & Posner
The Functions Of Purpose
 Providing a context
for decision-making
 Providing a yardstick
for performance
 Providing a focus for
collaboration and
shared responsibility
 A motivator of
excellence
From High Performance Teams by Buckholz and Ross
$23063
Visionary
Companies:
Built To Last
1. Rock Solid
Guiding
Philosophy
$2671
2. A BHAG
$415
Stock
Market
Comparison
Companies
Visionary
Companies
Key Questions:
 Who
are our primary stakeholders?
 What are their needs?
 What do our customers want?
 What principles or values will we be guided
by?
 How will we measure our success?
 What will we look like in five years if
successful?
Peter Block, The Empowered Manager

Forget about being number 1.
 Don’t be practical.
 Start with your customers.
 How will we treat each other?
 Make it radical and compelling.
“If your vision is something you would be
embarrassed to tell your mother about,
then you’re on the right track.”
Communicating A Vision
 Metaphors
 Examples
 Word Pictures
 Quotations
 Pictures
 Analogies
 Anecdotes
 Slogans
 Humor
 Symbols
How well does senior management do
in communicating the mission and
vision of the organization?
Executives
47%
46%
5%
1%
1%
Middle/First Level
Very Effectively
8%
Somewhat Effectively 18%
Not Too Effectively
34%
Not At All Effectively 34%
Not Sure
3%
From Credibility by Kouzes and Posner
Anita Roddick & The Body Shop
“If you have an itsy bitsy vision, you have an itsy bitsy company.”
 Saving The Rain
Forest
 Harvesting Brazil
Nuts
 Paper From Nepal
 Stop Animal Testing
 Amnesty International
 Trade Not Aid
 Saving The Whales
 Planting trees
 Saving The Hutu
 Orphanages In
Romania
“It’s impossible to be inspired by a moisture cream.”
Dan Thomas, Knight Rider News Service
“Our company will ethically provide a complete
line of products and services to meet the
dynamically changing needs of our corporate,
group, and individual customers by innovatively
developing new approaches using new
technologies while simultaneously enhancing
our employees’ lives and providing superior
returns to our shareholders.”
Key Terms
Mission – What is our
central purpose?
 Vision – Who could
we be in the future?
 Principles – What
standards will guide
our operation?

Strategy – What steps or
tactics are we going to use
over the next ___ years to
achieve our mission?
 KSF’s – What are our key
success factors?
 Metrics – What key
measures can we use to
determine if we are
accomplishing our
mission?

What is Strategy??
Operational
Effectiveness
• Assimilating, attaining, and
extending best practices
Run the same race faster
Strategic
Positioning
•
Creating a unique and
sustainable competitive
position
Choose to run a different race
- Michael Porter, What Is Strategy? HBR, 1996
Five Tests of a Good Strategy
A unique value proposition compared to
competitors
 A different, tailored value chain
 Clear tradeoffs, and choosing what not to do
 Activities that fit together and reinforce each
other
 Continuity of strategy with continual
improvement in realization

- Michael Porter, What Is Strategy? HBR, 1996
Why Are Good Strategies Not
Imitated?

Question: “What is it about the direct sales model and mass
customization that has been difficult for competitors to replicate?”

Answer “It’s not as simple as just having a direct sales force. It’s not
as simple as just having mass customization in plant or manufacturing
methodology. It’s a whole series of things in the value chain from the
way we procure, the way we develop product, the way we order and
have inventory levels, and manufacturer and service support. The
entire value chain has to work together to make it efficient and
effective.”
Source: Forbes ASAP, April 5, 1999
Kevin Rollins, Vice Chairman
The Hedgehog Concept
“They stick with what they understand and let their
abilities and not their egos determine what they
attempt.”
- Warren Buffett
 What can we be the best in the world at?
 What drives our economic engine?
 What are we deeply passionate about?
Focus on one key ratio: X / Y
From Good To Great by Jim Collins
Marriott School:
“Our mission is to attract and
develop men and women of faith,
character, and professional ability
who will become outstanding
managers and leaders throughout the
world.”
Marriott School Con’t:
We Will Be Guided By:





Principles of the restored Gospel including faith in the
Lord Jesus Christ, love of God and family, obedience to
the commandments and compassionate service.
Pioneering and entrepreneurial spirit, encompassing vision,
innovation, determination and hard work.
Appreciation for diversity in thought, ethnic and cultural
backgrounds, experiences, and individual talents.
Passion for excellence
Commitment to lifelong learning and continuous
improvement
Marriott School Con’t:
Measures Of Our Success:
The Satisfaction of our stakeholders:
The placement of our graduates
 The recognition received for our programs
 The cost effectiveness of our programs
 The resources donated to the MSM
 The leadership contributions made in professional
responsibilities, community and church service

Center For Service &
Learning:
“Our mission is to provide every
student with a meaningful service
opportunity. We seek to instill in the
heart and the mind a desire to give
lifelong service.”
Center For Service & Learning Con’t:
Our Credo:





Safety
Respect
The safety of every student is paramount.
We will show respect in every way for the
dignity of the individual or agency served.
Reflection Reflecting should be an integral part of each
service experience.
Selflessness Our motivation is to give, without expectation
of reward
Meaning
Our service opportunities will meet real and
meaningful community needs.
Center For Service & Learning Con’t:
Our Scorecard:
We will measure our success by:





The quality of the service experience as measured through
satisfaction and effectiveness surveys
The number of students involved in service experiences each
year.
The number of agencies we assist.
The amount of reflection as measured by the amount of time
spent in discussion or reflective learning after each service
opportunity.
Percent of graduates involved in meaningful community
service.
Microsoft:
“Our vision is very simple: It is
a computer on every desk and
in every home, running
Microsoft software.”
West Point
“To provide the nation with leaders
of character who provide the nation’s
defense.”
Fannie Mae:
“To strengthen the social fabric
of America by further
democratizing the home
ownership process.”
Raychem Facilities
“Our job is to uplift people’s spirits
through beauty, cleanliness, and
functionality, enthusiasm, good
cheer, and excellence.”
- Phil Turner
Ritz Carlton:
“The Ritz Carlton experience enlivens the
senses, instills well being, and fulfills
even the unexpressed wishes and needs
of our customers.”
- The Ritz Carlton Credo
Disney:
“We create happiness by providing
the finest in entertainment to people
of all ages everywhere.”
McDonalds:
QSC&V:
 Quality
 Service
 Cleanliness
 Value
BYU Alumni Association:
RSVP:
Revenues – Are we meeting financial goals?
 Scope – Are we engaging our stakeholders in a
variety of ways?
 Volunteers – Are we maximizing the use of willing
alumni?
 Participants – How many of our alumni are we
reaching with our services?

Levi Strauss:
“We want a company that our people are proud of
and committed to, where all employees have the
opportunity to contribute, learn, grow, and advance
based on merit, not politics or background. We want
our people to feel respected, treated fairly, listened
to, and involved. Above all we want satisfaction
from accomplishments and friendships, balanced
personal and professional lives, and to have fun in
our endeavors.”
Jack Welch, GE:
“Ten years from now we want people to write about
GE as a place where people have the freedom to be
creative, a place that brings out the best in everybody.
An open, fair place where people have the sense that
what they do matters, and where that sense of
accomplishment is rewarded in both the pocket book
and the soul. That will be our report card.”