I believe some people may not be able to say it, and there are even several companies whose values ​​and vision will be "same as you". It’s not that everyone can’t tell the difference. These clichés are too big and are seriously homogenized.

Editor Introduction: What is your company’s vision? How do you describe your values ​​to the outside world? I believe some people may not be able to say it, and there are even several companies whose values ​​and vision will be "same as you". It’s not that everyone can’t tell the difference. These clichés are too big and are seriously homogenized. The author of this article analyzed this and hope it will be helpful to you.

When you click on this question, you may think in your mind, isn’t this a fake “three-piece set”? Just as I was about to turn it off, I thought, yes, there is something on the wall of our company, what can I write about? I can't remember it...

For example, I compared the descriptions of these two companies together for a long time.

• has become the world's leading module and service provider
• has become the world's leading wireless communication module and solution provider

Please help me see if these two companies are the same goal?

I checked the "world's leading Internet of Things provider" online. In addition to these two companies, there are actually many...

Everyone's ambition to strive for the national science and technology industry to take off, but there are not many "leading" places. Is it a bit " involume "?

Maybe, everyone just regards the "three-piece set" as a promotional slogan? Haven't taken the time to think carefully and discuss?

If this is the case, it is no wonder that homogeneity is serious, which makes people feel indifferent, employees can't remember it, and management thinks it is "empty".

However, it can be felt that more and more companies have realized that corporate development requires long-term goals.

is the only way, internal let employees understand why they work here and what the company has done for the society/world. external reassures investors, customers and partners that we have long-term, clear goals, responsibility and responsibility.

Therefore, vision, mission and values ​​are becoming more and more important, especially for growth technology companies with long-term development ambitions.

Let’s briefly talk about this topic.

1. Vision is the goal, mission is the meaning, and values ​​are the norm

Vision and mission often appear together.

The mission is the significance of enterprise creation and development. Vision, long-term goal for the future.

contains the original intention of entrepreneurs when starting a business, but emphasizes more on "social responsibility" and even higher pursuits.

vision and mission can be combined into one sentence, such as Huawei 's "Bring the digital world into every person, every family, every organization, and building an intelligent world that builds the interconnectedness of everything."

values ​​are the bottom line, code of conduct and beliefs that need to be reached within an enterprise.

usually has more than one, and some companies will refine it into employee behavior norms. For example, integrity, customer-centeredness, innovative spirit...

It is worth mentioning that a company's mission, vision, and values ​​are not unchanged for a long time and need to be updated and adjusted at any time according to the market and business development.

For example, Microsoft proposed a great vision in the PC era "to make every family and every desk have a computer", and this goal brought Microsoft to the peak of market value in the 2000s.

In the following 10 years, at least in the developed country Microsoft's vision was realized. But I also found that every desk can have no computer, but not smartphones. In entering the mobile Internet field, Microsoft has slowed down significantly, acquiring Nokia , and mobile Windows... The blind efforts without direction only bring about the regression of stock prices and brand value.

Satya proposed to regain the spirit of the soul after taking over as CEO, and this soul is that allows everyone and every organization to obtain powerful technology, that is, technology is universal .

Microsoft has returned to its peak today.

Tencent was founded in 1998 and released its company's vision for the first time in 2003 to "create a first-class Internet enterprise".In 2005, Tencent released the 2.0 version of "The Most Respected Internet Enterprise". By 2019, the 3.0 version proposed "user-oriented, technology is good for ". Therefore, the adjustments at each stage change according to the context of the times and business development.

In recent years, companies such as Accenture , Ericsson have been redefining their vision, mission and values, hoping to rejuvenate new vitality in the new era.

In this way, mission, vision, and values ​​are not just equivalent to corporate culture. It is also the core connotation of the enterprise brand, as well as the top-level planning of business strategy and operation management.

Let’s talk about it separately, let’s take a look at the mission first.

2. Mission

Mission can also be understood as the original intention of the founding team, that is, why do you want to start a business? "why" deep in my heart. Simply put, it is "ideal".

Take IBM as an example. The mission of the Blue Giant is to "change the world and promote human progress."

Over the past 110 years, IBM has helped Apollo landing on the moon, invented personal computers, created the concept of e-commerce, and proposed to build a smart earth... Now IBM uses artificial intelligence to apply it to assisted diagnosis and treatment of medical health to solve the problems of scarcity and imbalance of human doctors.

Although the road ahead is not smooth, IBM has a tradition of challenging impossible things. I believe that Blue Giant will eventually return to the center of the stage one day in the future.

Let’s take a look at the mission of these excellent companies:

Salesforce "We develop software to closely connect enterprises with customers"; Google "integrate global information for the public to use, and benefit everyone"; Tesla "accelerate the world's transformation to sustainable energy"...

These companies have become giants, are favored by the public and have super high brand value, and are inseparable from "big ambitions".

OK. When you see this, everyone wants to say that only large companies have a great mission. Is it appropriate for us start-ups to talk about a grand future?

I think as long as you have ideals in your heart and keep working hard, you will eventually achieve one day.

3. Vision

If the mission is about sentiment, then the vision is to achieve what you want and what your goal is. This goal is not a 1-year or 2-year, but a long-term goal of 10-year or even 100-year.

For example, what was mentioned earlier in the corporate vision to become a global leader, so what is the path? Decompose to each year's goals and what aspects of effort are needed?

takes our country's vision as an example.

The sentence "Realizes the Great Rejuvenation of the Chinese nation" is not an empty slogan, but there are two specific 100-year implementation plans and N five-year plans. The action program has been formulated from multiple fields such as politics, economy, democracy, culture, legal system, diplomacy, military, and ecology. Therefore, more and more people believe that this goal is possible and work tirelessly to do so. The same is true for

. If you want to become a global technology-leading company, you must be in which field, which technology, which customers, and what problems you need, how many technical patents, and how many R&D personnel you need...

Some companies therefore express their vision very down-to-earth and clear and specific. For example, the vision of Alibaba , "by 2036, it will serve 2 billion consumers, create 100 million jobs, and help 10 million small and medium-sized enterprises make profits."

Some companies prefer to talk to the outside world to a macro level, but the public believes that they have plans to achieve it.

For example, Apple 's "makes the best products in the world", DJI 's "becomes a technology company that continues to promote human progress."

Needless to say, everyone knows that they do it.

4. Values ​​

Excellent companies regard values ​​as the DNA of the company and integrate them into their employees' words and deeds and commitments to customers.

Huawei’s values ​​are: customer-centric, struggle-oriented, persist in hard work for a long time, and insist on self-criticism.

We have seen that Huawei people do have this characteristic.

Let’s take a look at IBM’s values. Now it is the key to innovation, achieve customers, and be responsible for integrity.However, in IBM's century of development, the evolution of values ​​has also gone through three stages.

Let’s take a brief look at the changes in Gusner after taking over IBM.

The company was in trouble at that time, and some media even believed that IBM "had one foot into the grave." What hinders IBM's development is the company culture that once led it to win. For example, the concept of "respect for individuals" has evolved into a luxury employee welfare, which has evolved into "no" for everyone; the concept of "pursuing excellence" has evolved into an excessive pursuit of the complexity and integrity of internal processes, and even sacrifices the efficiency of corporate operations; the concept of "serving customers" has also been forgotten because of the company's market monopoly, becoming arrogant and self-centered.

In response to the prominent issues in IBM's corporate culture at that time, Gowsner proposed IBM's new value direction, striving to win, quickly execute, and team spirit. The core is customer-oriented.

In order to implement new values ​​to the end, a series of actions include the "Operation Bear Hug". The 50 executives in IBM's senior management team are required to visit at least 5 important customers within three months, and each executive's direct subordinate must do the same thing. After completion, each person must submit a 1-2-page written report.

This action became the first step in IBM's cultural change, and promoted IBM's culture to a customer-centric direction. New culture and new values ​​have brought new vistas and led IBM to quickly get out of the predicament, and the company's profitability has increased rapidly. So the elephant began to dance.

also encouraged global employees to participate in activities to redefine values ​​(value jams), which achieved very good results (not to be expanded here).

Finally, let’s briefly talk about how to refine your vision, mission, and values.

5. Create vision, mission, and values ​​together

If you are just starting to contact or are not clear about what method to use to refine it, you can cooperate with external professional consulting agencies to promote it through some professional methods, and at the same time you can obtain objective advice from third parties. The personnel within the company know their own business better, so they also need to participate and form a project team to carry out the execution.

If there was a very mature system before, it is just an upgrade now. Teams such as HR/brand can work together to guide internal discussions and refinements.

Most of the missions and visions of many companies come from the founder team of the company, and some even make the boss think about it and let the employees memorize it.

But the result is that employees do not understand and fail to perform properly. If employees can participate in the process of understanding and discussion, it will play an extremely important role in creating an internal corporate culture and employees as brand ambassadors. After the internal discussion of

is concluded, some companies will also introduce advertising companies to polish copywriting and redesign their corporate image.

catchy slogan is easy to remember and enjoy spreading.

For example, in 1961, then-US President John Kennedy once issued a famous call for "to send humans to the moon within 10 years and bring them back safely."

If Kennedy is the CEO of a company, according to the most popular saying now, he would probably say, "Our vision is to become a global leader in the space industry, the mission is to help mankind land on the moon, and the strategic goal is to achieve space innovation through innovation and unite all employees..." Which statement is more exciting and arousing imagination? It is obvious that the first one, in just one sentence, mobilized millions of Americans to fight for it for a full 10 years.

has said so much, but I just talked about the basics. Corporate culture and long-term strategy cannot be clear in 3,000 words, nor can I find a conclusion by simply holding a meeting. Many companies even spend 1-2 years to conduct full research, discussion and co-creation.

Ultimately, the achievement of vision, mission and values ​​is not only about establishing a consensus within, but also about brushing it on the wall or writing it on the company’s web page, but is reflected one by one through products, services, and social responsibility.

#Columnist#

Hanni; Official account: Time Notebook, everyone is a product manager columnist.Lifelong learners are willing to think and share, and pay attention to the marketing strategies, product marketing, user operations and other related fields of growth companies.

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