Imagine walking into a room where you are invited to play a game where you could win $1000 or more.
In front of you is a large bulletin board that has pinned to it the logos of twenty large well-known companies; brands most everyone is familiar with. Next to this is another large board pinned with twenty white index cards, each imprinted with the mission statement and core values of one of those companies.
The object of the game is to correctly match each logo to the index card imprinted with that particular company’s mission statement and core values.
You’re told that the entry fee to play is $500, but that you will receive $100 for each correct match.
Would you reach for your wallet or leave the room?
ONE-SIZE-FITS-ALL CORE VALUES INSPIRE NO ONE
I’ve worked with hundreds of companies and can’t think of any that didn’t send along their mission statement and a set of company values to help me prepare a highly-customized presentation to their leaders and managers.
All of these missions and values statements sound exemplary, as if a great deal of time and thought went into creating them. Quite frankly, however, most are generic or ‘vanilla’, meaning that their aspirational platitudes are interchangeable and could easily be adopted verbatim by another company, even if that company was in a totally different industry.
These important foundational documents lose their power and potency when they are crafted with such caution as not to offend anyone and to be universally accepted by one and all. Even though these watered-down missions and values may still include a lot of noble adjectives, they do little to inspire excellence, mandate ethical and sustainable decisions, and unite people in a worthy pursuit.
A PURPLE COW EXCEPTION
I recently presented at the annual convention for Office Pride, a growing franchisor of commercial office cleaning service providers. To help me better understand the culture of the organization and prepare my keynote address, Todd Hopkins, the founder and CEO, sent me the purpose, mission, and core values of Office Pride.
At first review, one could easily see that this was a company deeply rooted in faith-based Biblical principles. Todd makes no secret of what his company stands for, why it is in business, and how each and every important decision will be determined.
And if you spent 5 minutes with Todd, you’d easily be able to match the OFFICE PRIDE logo to their values and principles, as stated below:
Our Purpose
To equip people to build a profitable business that glorifies God.
Our Mission
The mission of Office Pride Commercial Cleaning Services is to honor and glorify God by building mutually beneficial relationships with customers, employees, vendors, and franchisees and fulfilling our promise of providing top quality janitorial services through men and women committed to honesty, integrity, and hard work.
Our Core Beliefs and Values
♦ Honor God
♦ Always do what is right
♦ Increase brand value
♦ Demonstrate honesty, integrity and a hard work ethic
♦ Total customer satisfaction
♦ Go the extra mile
♦ Persevere with a servant’s attitude
♦ Accountability to Commitments
These aren’t just aspirational words written on the wall of a corporate office. This is the overarching umbrella of principles that aligns the owners, leaders, managers, and front line employees of this company. It’s also their credo and a call to action.
Each of the convention days begins with an optional morning devotional that draws near-perfect attendance. Every learning session begins with prayer, and anytime the group is together, Todd asks for someone to recite the Office Pride mission statement. (He rewards them with a $100 bill on-the-spot if they get it right.)
Office Pride doesn’t mind playing the tortoise in the franchise race. They’re not trying to be the biggest, but they are determined to be the very best in the field of commercial cleaning. And their franchisees’ willingness to adhere to and demonstrate the company’s mission and core values has given Office Pride a rich history of steady growth, even through turbulent economic times.
THE VALUE OF VALUES
When carefully written and well constructed, mission statements and core values can be a critical component of success to an organization. However, if they are not routinely recited, reviewed and, most importantly–used as the preeminent guide to making difficult but crucial decisions, they are of little or no value.
My hat is off to Office Pride for creating and promoting foundational statements that are bold, unique, and distinguishable. While their purpose, mission, and values don’t appeal to everyone, they are the primary reason their customers, franchise partners, and employees seek them out and engage with them.
Eric Chester and the franchise partners of Office Pride
