If you have to add the word “quality” to your product packaging, the chances are that people will doubt it’s truly a quality product. If you have to tell people you’re “passionate” about your business, the same applies.
People don’t want to be told that your product is a quality one – they want to touch, feel, smell and taste the quality. They don’t want to be told about your passion for your business – they want to experience it in every aspect of the way you operate, from the way the phone is answered to the way your products and services are delivered.
Much is made of mission statements in business. You can have the loftiest of objectives to deliver the best customer service or be the best provider of widgets, but unless every single area of your business works to deliver that objective, it’s meaningless. Unless every single member of staff lives, breathes and believes in your mission statement, it’s just a corporate slogan.
You can’t just say you’re good at what you do or you value your customers. You have to show it.
The following represent a list of mission statements for a number of well known companies. Do they say it or show it?
Easyjet – “To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers.”
Google‘s mission is ‘to organize the world’s information and make it universally accessible and useful’.
Starbucks’ mission statement is to “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
eBay’s mission statement is to “provide a global trading platform where practically anyone can trade practically anything.“
Amazon’s mission statement is – “to build a place where people can come to find and discover anything they might want to buy online.”