Risk & Business Magazine Gifford Associates Spring 2016 | Page 28

Mission, Purpose & Vision Statements
What’s the Difference?

BY: JOHN DiJULIUS, PRESIDENT, THE DiJULIUS GROUP

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tatement overload! When we start
working with a consulting client
and tell them the first place we start
is creating a customer service vision
statement, they say, “The last thing
we need is another statement, we have
mission statements, purpose statements,
and our employees can’t even keep them
straight.” Good businesses have evolved
away from lengthy wordy mission
statements that no employee can recite.
Today it is okay to have three major
company statements, provided it’s clear
as to how they differ and how your
employees need to decipher them.
What is controllable? While every company
needs strong, inspiring mission and purpose
statements, they are results, not actions. If
your mission is to be the #1 financial
institution in the world, what does
that tell a bank tell \