MISSION AND VISION:A MESSAGE BEYOND WHAT IS WRITTEN ON PAPER

Marwa Fakher shares some inspirational memories of how she was positively impacted by a forward-thinking company

Thirteen years ago, when I was still at college, I attended a public seminar that was held at the headquarters of one of the biggest home appliance manufacturers in Egypt. Apart from being inspired by the seminar, what really caught my eye that day were several medium-sized frames that were beautifully hung on the walls and displaying the company’s information. My attention was particularly drawn to:


a. The company’s mission describing its organizational business.

b. The company’s vision describing where the organization was headed and wished to be in the future.

c. How it served as a “North Star” to provide focus and motivation for the management and the staff.


The messages were created to extend thinking beyond operational daily activities in a clear and inspirational way, and whilst reading, I was inspired by the thought “This is the kind of company I would love to work for”. Having such a clear, powerful message made even a college student want to work there right away!

Two years after attending the seminar, I actually joined the company and worked there for seven years. It was a great decision on my part, because during the whole time of my employment I remained engaged and motivated and felt supported by the company’s culture.


Due to its financial success, positive and productive employees and strong market presence, that local company was eventually acquired by a leading home appliances manufacturer, and is operating today as a multinational.

Looking back, I believe their Mission and Vision had a lot to do with their success as it created a clear, unified corporate culture. So much so, that a worldwide leading company saw them as an attractive acquisition.


Think Local, Act Global

A company’s Mission and Vision are the cornerstone for the establishment of any organization, and it’s worth noting how multinationals differ from an immense number of local companies regarding this topic. Practices have differed, but results always speak the loudest and local companies need them now more than ever to survive and flourish in a market where competition, consumer behavior, and talent pools are dramatically changing. Recently, some companies have introduced the concept of a “Purpose Statement” in addition to Mission and Vision. The Purpose Statement addresses the question of “What is the organization’s ultimate purpose beyond commercial and financial success?”


My guidance for local companies

If you’re a local business leader today and would like to see your Mission and Vision working marvelously for you, then here are three solid points that will guide you in helping your company take a leap forward in today’s fast-paced world.


1. Start with the Why and build around it.

According to Deloitte’s Millennial Survey 2015, 60% of their 7,800 millennial respondents reported that they chose to join their current employer in part because of the organization’s “sense of purpose”. Ever thought of Uber’s mission statement? “Transportation as reliable as running water, everywhere for everyone.” “Why build Uber? Because it sucks to be stranded without easy access to reliable transportation.”


2. Communicate Your Vision