Value statements are growing in importance, especially in today's dynamic environment where organizations are finding it extremely important for strategic plans to guide their organization in an ever-expanding global market. It's a word picture that inspires everyone and does not have to be saddled in the here and now but can be more of a saying that could be found on an inspirational poster for the organization to aspire to. Nike's "Just Do It," is memorable and says it all – where they are going, what they are inspiring their customer to do, and what they plan for the future – to just do it.Īn organization's vision statement is a vivid painting of an organization as it implements its strategic plan. A great example of a mantra comes from Nike. A mantra statement is one sentence that defines an organization. The result from this lack of defining effort was the statement known as the mantra. Part of the reason is because organizations quit spending time developing their statements, which resulted in generic, bland, useless statements that could fit any organization on a city block. There are some organizations that call the mission statement old fashion and have done away with them. The point is to be accurate but do not limit your organization with the wrong wording. By saying you were in asset relocation the organization also could get into internet data systems with expertise in transporting data from one network to another or something along those lines. Saying you were in the trucking business would not leave room for upcoming technology or other avenues of expansion. What if your organization were to grow and incorporate aircraft or drones into its business. Do not limit your growth with your mission statement. The company is not in the "trucking" business but in the asset relocation business. An example would be the terminology used for a trucking business. Be accurately broad minded with the words being used in the statement. Don't leave yourself at a "dead end with nowhere to turn" with your statement. The statement should be future looking and not stuck in the here and now. The statement should concisely talk about the organization's direction and reason for its existence, and its ideals. Mission statements should be informational for the leaders, employees, and the customers. For some organizations, this step will be revisiting and possibly rewriting your mission statement, for others, this will be the first time constructing the statement. Whether your organization is 100 years old or just beginning, this is the first step in strategic plan development. Will graduated from Georgetown University with a Bachelor of Science degree in Culture & Politics and earned a Master of Arts degree in political psychology and linguistics from the University of Chicago.This is the first step in starting a strategic plan for your business. Prior to joining the campaign, he was a junior fellow at George Lakoff’s Rockridge Institute, focusing on cognitive linguistic approaches to health care framing. His thought leadership has appeared in the Huffington Post, The Hill, Campaigns & Elections, and more.īefore founding Clarify, Will was a senior strategist at Trilogy Interactive and, before that, a senior digital writer and producer on the 2008 Obama presidential campaign in Chicago. Prior to founding Clarify, his work has contributed to 12 Pollie Awards, including four Gold Pollies, and two Reed Awards for clients including Elizabeth Warren, Claire McCaskill, Cory Booker, and the California Democratic Party. Will Bunnett leads Clarify’s work on advertising creative, brand strategy, fundraising, digital engagement, website content, and messaging development. To learn what makes us tick, visit our Values, Vision, & Mission page. For information on diversity at Clarify, see our careers page. Prior to founding Clarify, O’Grady and Bunnett worked on projects for President Barack Obama, Senator Elizabeth Warren, Senator Chuck Schumer, Senator Patty Murray, Progressives United, the California Democratic Party, and many more.įor an introduction to the unique ways we marry theory to practice in digital marketing, see our webinar: How Political Campaigns Use Digital Marketing. Our principals Brian O’Grady and Will Bunnett each have more than a decade of experience doing senior-level and award-winning digital marketing. Senate campaigns, advocacy groups, independent expenditure committees, tech startups, and more have come to us for the segmentation, targeting, and positioning expertise necessary to reach their voters, supporters, and customers and impress their stakeholders. Our clients expect honesty, transparency, and outstanding results, and we deliver all three. Clarify is a San Francisco, California-based digital agency offering industry-leading digital advertising, brand strategy, videos, email advocacy, and more.
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