Name It and Claim It

Is your mission statement specific to what you want to do?

Summary
Transcript

Mission statements shouldn’t be all-encompassing. According to Lisa McLeod, author of Leading with Noble Purpose, you need to specifically identify and own what your company’s goals are.

“One thing that I always tell leaders is you have to name and claim your noble purpose,” says Lisa. “When I say noble purpose, it's almost like a meta-mission. It is a clear and distinct statement that becomes a galvanizing force for your organization.”

Watch the video to learn how a clear and specific noble purpose will help your company find greater success.

One thing that I always tell leaders is you have to name and claim your noble purpose. It's not enough to say, "Oh, we want to be a good corporate citizen and deliver return to shareholders and be number one in the market." If you look at most mission statements, they are trying to be all things to all people. They're on a placard in a lobby and no one knows what they really mean. When I say noble purpose, it's almost like a meta-mission. It is a clear and distinct statement that becomes a galvanizing force for your organization.

Another one of our clients is in the contracting business, and they do something that might seem like it's not very sexy. They make concrete. But the reality is concrete holds the world up. It definitely holds the world up. And so, their noble purpose is they are going to redefine the contracting industry.

Most of the time when you deal with a contractor, a lot of experiences aren't very positive. And so, what they have decided . . . They are a company, Foundation Supportworks, they're out of Omaha, Nebraska, and they have become a destination employer. They have amazing competitive differentiation, and it's because they have said, "We are going to redefine this industry." And all their people are organized around it. They have metrics against it. They attract top talent.

It wouldn't be enough for them just to say, "Oh, we're going to be nice people and make money while we're doing it." They have to be absolutely clear. So, in their meetings, they say, "Will this new product, will this redefine the industry? Is this behavior going to help us redefine the industry?"

The reason that companies need to name and claim it is because that then becomes something you can embed in your policies and procedures, and you can translate it into behaviors. Most companies do something kind of vague, but specificity is the absolute key.
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Lisa McLeod

Lisa McLeod began her career at Procter & Gamble, where she was a sales leader, sales managers, and sales training. She went on to become the Vice-President of Vital Learning --an international training company - before founded he...

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