Functional Philosophies. Keep Them Short, Keep Them Sweet.

by | Feb 17, 2015 | Branding

At FS+C we are currently in the middle of a functional philosophies exercise with several of our clients. So why do core values and a mission and vision statement really matter? Especially if your company is already successful? I came across this great little excerpt today from Harvard Business Review and I could not agree more:

According to a recent study that appeared in the Harvard Business Review, up to 70 percent of employees do not understand their company’s strategy. Failure to understand your company’s position can lead to poor decision making at all levels of an organization. For that reason, the first step toward crafting a vision statement is to take a careful look at where you are as a company, your place in the industry and your realistic goals for the intermediate and long term.

Here are some of my favorite (non-profit) vision statements.

Oxfam: A just world without poverty (5 words)

Feeding America: A hunger-free America (4 words)

Human Rights Campaign: Equality for everyone (3)

National Multiple Sclerosis Society: A World Free of MS (5)

Alzheimer’s Association: Our vision is a world without Alzheimer’s (7)

Habitat for Humanity: A world where everyone has a decent place to live. (10)

Make-A-Wish: Our vision is that people everywhere. will share the power of a wish (13)

San Diego Zoo: To become a world leader at connecting people to wildlife and conservation. (12)

NPR, with its network of independent member stations, is America’s pre-eminent news institution (12)

And here are some great (non-profit) mission statements:

Smithsonian: The increase and diffusion of knowledge. (6 words)

USO lifts the spirits of America’s troops and their families. (9 words)

Livestrong: To inspire and empower people affected by cancer. (8)

Invisible Children: To bring a permanent end to LRA atrocities. (8)

The Humane Society: Celebrating Animals, Confronting Cruelty. (4)

Wounded Warrior Project: To honor and empower wounded warriors. (6)

Oxfam: To create lasting solutions to poverty, hunger, and social injustice. (10)

Best Friends Animal Society: A better world through kindness to animals. (7)