It's Time to Take the Corporate Plaque off the Wall

Most corporate reception areas have a vision statement hanging silently behind the plastic rhododendron. These were all the rage in the late 90s and early 2000s but I, for one, believe their time has passed. Even as a consultant who has helped (aka profitted from) organizations create a compelling and inspirational view of the future, I now advise my clients it is time to move to something more poignant and powerful. 

The old adage stands “without a vision the people perish” but marching endlessly toward that same vision is a fate worse than death. 

There’s nothing inherently wrong with a corporation having a vision of an ideal future. It’s dreamy and aspirational. Here are a few top-drawer examples. “To give people the power to share and make the world more open and connected.” (Facebook); Bring inspiration and innovation to every athlete in the world. (Nike); or To become the worldwide leader of all retailing. (Walmart). These statements create a feeling of worth, value and contribution. They help employees feel like they’re making a difference, that they’re changing the world. And they fire people up...temporarily. 

Herein lies the problem. Is it true? Can the corporation really do what it says it is intending to? It’s great to think about the ideal future, one full of equity, equality, health and prosperity for all. But is that attainable? I’m not being all “sour milk” here, but if it’s not actually possible, then is it true, and if it’s not true then is it misleading? And who might it be misleading to? Employees. Are our corporations painting unattainable, rosy pictures to motivate the troops to keep working, do more and try harder? 

I fully believe in the four universal laws of contribution. This means that we are wired to make an impact on the world around us, to use our unique abilities, to work with and for the benefit of others and to learn and grow to do even more. I’m all for making a difference, in fact, it’s what keeps us motivated when the going gets tough. But I caution firms from dangling a carrot in front of employees that is neither realistic nor attainable. What you’ll get is short term motivation but long-term frustration. Beware of turning aspiration into cynicism. The old adage stands “without a vision the people perish” but marching endlessly toward that same vision is a fate worse than death. 

So what’s a better alternative, is there something that can now replace the unfaded empty square on the wall behind the rhodo? I believe what we need is a great focus on mission, not vision. There’s a difference. A mission is shorter-termed, it’s achievable, it requires immediate effort and attention and it’s something to celebrate when it’s done. Afterall, with the ever-shortening shelf life of an employee at your organization these days, who has time to create world peace or end human suffering. Let’s just focus on a mission we can accomplish in the next year or two. Yes, it may lead to better health and well-being of our customers or make them happy or make information accessible, but those are outcomes, our mission is what we are DOING to make that possible. Our mission is just the NEXT STEP in the journey. The board may have the grand 100 year timeline in mind, but as an employee my work centres on the immediate. I have “things to do!”. There are a few reasons why this short-term missional thinking makes good sense to our teams. Here’s what happens in the mind of an employee when my clients start talking mission instead of vision: 

I can picture it. I can get my mind clearly around what the outcome would look like, what we’re building or doing or selling or accomplishing. 

It’s relevant. I see why it matters in the big picture and buy into the need to do this.

It’s believable - I think we just might be able to pull this off

I can see where I fit and how I can help using my unique skill and abilities. You actually need me. 

It gives me energy and drive to contribute. 

The ability to contribute is the birthplace of motivation. Inspiration is the idea of the future but it only leads to the question of “what’s my part in it”. Your vision statement may be a spark plug but the mission fires the pistons. Think about it. Now go take down that plaque.

For more on contribution-thinking and leadership power get Mark Frezell's recent book Superpower: Release the Potential in Your Team, available from all online retailers worldwide. Mark, works with teams at all levels that want to go further and do more...together. For more thoughts on team leadership and other resources visit MarkFrezell.com