I think that Vision Statements and Mission Statements are examples of “old school” practice; Purpose Statements are the “new reality” that Marketing Professionals should embrace.
What is a Purpose Statement? A Purpose Statement connects the benefits of your products and services to people.
Content on Purpose Statements is published more and more. And the recent article, Why Are We Here?, in Harvard Business Review (HBR), is the most comprehensive deep dive I’ve read thus far.
As stated by HBR, “A truly powerful purpose statement is one that achieves two objectives: clearly articulating strategic goals and motivating your workforce. These objectives are important individually and synergistically. When your employees understand and embrace your organization’s purpose, they’re inspired to do work that not only is good—and sometimes great—but also delivers on your stated aims.”
The HBR article is worth your time to read:
Why Are We Here?
by Sally Blount and Paul Leinwand
November-December 2019 issue
The Extra Insight: For information on crafting purpose statements, read 5 Steps for Crafting an Inspiring Purpose Statement by Oliver Holtaway, on Medium, October 30, 2017.
Photo credit: istock
marketing communications consultant, marketing communications consultant Ottawa, marketing communications plan, marcom plan, marketing tactics, website planning, event planning, copywriting, Irene Crosby, Target Insight Marketing Communications