Getting Clear About Your Business

If you’re firing on all cylinders and there is absolutely no confusion in the marketplace or in your company about your business, then this probably does not apply to you. You already know that if you’re a solopreneur or in a larger business, you absolutely must be clear about what you are about, where you are headed, and what you stand for. It’s amazing how many people I talk to who cannot articulate clearly and succinctly why their business exists (its purpose or mission), where they want to take it (their vision) and what are the important things they’ll live up to and defend to the max (what they value). This is a basic truism for business. Don’t think so? Well, Henry Ford, Thomas Edison, Thomas Watson Sr., Bill Gates, J. Willard Marriott, Steve Jobs, John Nordstrom, Bill Hewlett & David Packard and countless others in large and small businesses in a variety of industries certainly were clear and the people who joined their organizations understood in a very real way those things mentioned above. At least two things are going on here: (1) people really haven’t thought deeply about Mission, Vision and Values and don’t understand the importance of these in a business (2) people have been poisoned or turned off by MVV because of time wasting exercises in a prior corporate life- many companies seem to have a knack for making a big deal out of MVV, hanging a bunch of words on posters in lobbies and then either not living them or ignoring them altogether. None of the MVV statements and words seems to match up with any company strategy or management and peer behavior. Sadly, they become a joke. So, first things first- why are MVVs important? Because they convey the very essence of what your company is and who you are. When I engage a client who wants to grow a business, I usually start with MVV. I don’t think you can grow a business to a certain level without communicating MVV in some way- either verbally and with actions or in writing...with actions. I started my sales career in a small packaging company and although it wasn’t in writing I ‘got it’ pretty quickly that the business owners wanted to build a great business that operated within the law, treated people fairly, rewarded high performers well, did the right things for customers when problems arose, did high quality and creative work, and was both a fun and challenging environment. People who did well in this business understood these things and were super committed to the success of the company. This is just one example of many for my experience. Because growing a business means that employees will need to be hired, it makes sense to hire people who fit the culture or environment you are developing. When there is a misfit, there is usually an unhappy and less productive employee, one who won’t engage customers and other team members well. If the employee isn’t jazzed about what your business is about, doesn’t care to grasp where you’re trying to take it or doesn’t ascribe to your values, then why do you have that person on your team? And, why did you hire someone who doesn’t fit? Even if they have outstanding skills and knowledge, you’ll never get the maximum value if they don’t get it and don’t fit. Start communicating your MVV in the recruiting & interviewing process and continue the communication during on-boarding and throughout the year. People get it when they hear it and see it over and over and over. MVVs are also directly related to the strength of your brand. Now, I’m not a marketing/branding expert- I help companies develop very basic marketing strategies, not deep dives- but for me a brand is any perception that I have about a company (or, even a  person) based on my senses: what I see, what I hear, what I touch, what I experience. If I get a sense about a company through a variety of contact channels and they’re all positive, then my perception of that company will be high, as one I want to consider doing business with or recommending to someone else. And where does that sense come to me from? From the people who work at that company, or from the individual I’m dealing with. In shows in the way they answer the phone (are they pleasant, upbeat?), the way they treat me (are they courteous, prompt, attentive, engaged, interested?), the ways they write about their products and services in various media (fun, creative, problem solvers, game changers, etc.?), etc. The MVVs are the company and employee DNA and it shows up in everything. One other thing related to Vision: it’s a great thing to communicate to customers, suppliers and others. When people see that you are clear about why you exist and that you model your values they will be very helpful in helping you to move toward your vision. Be careful though- your vision must be something that all stakeholders can appreciate as being beneficial to them also, even in some distant or altruistic way. If they can help you get there, they will and they’ll be pleased to do so. What about point #2 above? What can you do to minimize the indifferent attitude that people may have toward MVV? Well, I covered it a little. To have MVVs be meaningful and impactful in your organization, you as a leader have to live it, model it. Build your strategy in a way that supports the Mission and Vision. This is pretty basic and yet very unusual…develop an aligned organization. Then, live out your values in your interactions with all stakeholders. And again, communicate, communicate, communicate so that people know it is real and meaningful. Refer to MVVs in all departmental or company-wide meetings, on meeting agendas, in reviews, in customer disputes, etc. How about you? Where are you in getting clear in your business? How well do your employees, suppliers, customers and know or see what your Mission, Vision and Values are and understand the benefits of such in the relationship? Maybe it’s time to get working on this. 2008-06-03T23:34:15Z

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getting-clear-about-your-business

2008-06-05T10:38:46Z

Does your market know exactly what your company is all about? If you have employees, are they super clear as to why they are on your team? Is your business engine running smoothly and powerfully?

Getting Clear About Your Business

2008-06-05T10:38:46Z