(Article)What is a Misson Statement?

[Somia Khan]

Today we'd like to share with you an
article we received from one of Glenn's
mentors, Perry Marshall, as we think that
it reflects well the marketing philosophy
which we'd like to see advanced in our
field.

In essence, we view branding as the building
of win-win relationships between a group
of people who might like to promote a particular
product or service, and a group of people who
might like to have it.  (This is what we mean
when we say that a brand is an idea, not a
product)

In any event, Perry's article is below.  Please
note that Perry is also an EXCELLENT resource
for those of you who'd like to learn how to
integrate direct marketing principles into
your advertising research and strategies.
(His claim to fame these days is as an expert
in utilizing Google Adwords ... but the savvy
student will recognize his real expertise in
DM ... Google is only one application).



All my best,

Sharon :-)

Sharon Livingston, Ph.D.
President, The Livingston Group for Marketing, Inc.
603-537-0775

PS - Thoughts? Please reply or telephone me ...
I really enjoy discussion!

PPS - You can find out more about Perry at
http://www.tlgonline.com/Perry.htm

* Perry Marshall's Article Follows
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Today Zander, my 2 1/2 month old baby boy, came home
from the hospital.  He had surgery to correct his club
feet.

Whenever you visit a hospital, you always meet
people with far worse problems than you.  So we are
*extremely* thankful that this problem is easily
corrected, that good medical care is within reach, and
that Zander's operation came through with flying
colors.  Now he's a happy boy, safely back in
Mama's arms.

Children's Memorial Hostpital in Chicago has a
mission statement, prominently posted in the hostpital
corridors.

Now... MOST corporate missions statements are
meaningless tripe, but their "Service Principles"
are different:


1. Treat the People We Serve with Respect and
Courtesy at All Times

2. Demonstrate Pride in Our Personal Appearance and the

Appearance of Our Facility

3. Respect the Privacy and Confidentiality Needs of
the People We Serve

4. Anticipate the Wants and Needs of Those We Serve
and Respond Promptly

5. Act to Reverse Negative Service Situations as
Quickly  as Possible Using "Acknowledge, Accept
and Amend";

6. Work to Actively Listen to and Communicate with the
People We Serve

7. Demonstrate a Sense of Ownership and Pride toward
Our Work, Recognizing that It Is a Reflection of Children's
Memorial and Ourselves


This statement is a sincere and honest expression
that WAS carried out in every interaction we had
with the people there.  The staff was upbeat, friendly,
and empathetic, not clinical or condescending.  The
doctors & nurses there expressed real concern for the
children and families they serve.

Isn't it refreshing when you find someone who does
what they say they'll do? 

BAD mission statemeents, on the other hand, are made
even worse by the routine hypocrisy that betrays them.
It's one thing to be treated with apathy and indifference. 
But it's even worse to be treated that way when the sign
in the lobby says  "We are the world-class recognized
leader in our industry" or some such thing.... while
the receptionist yaks away to her friend, paints her nails
and completely ignores you.

Our customers are not here to serve us.  We are here
to serve our customers.  Behind every transaction is not
just a checking account, but a real human being who has come
to you with a problem to be solved.

Real marketing may be a lot of things, but one thing
it is not is 'Speed Seduction.'  It is not the hustling of
a quick buck.  Properly understood, it is the communication
of your true intent to solve problems you know how to solve,
and match your capabilities to the needs of others. 

Marketing is the art and science of helping people
who need each other, find each other. 

So the Golden Rule - "Do unto others as you would
have them do unto you" is the priority that exceeds all others.

This does not mean that you have to be free, or even
cheap - and in fact if you keep every promise you make,
you ought to be the MOST expensive guy in town.  After all,
hardly anybody else is keeping THEIR promises.
Excellence deserves its rewards.

Serving other people also does not mean you let
problem customers abuse you or your staff; it actually endows
you with MORE self respect, not less.  Because if your
mission is to serve, then as a business person, you
will wake up each morning energized with a MISSION to
do good in the world.

Does my use of the word "Mission" sound idealistic
or starry eyed to you?  Does a cynical red flag pop up in
your head when I say that?  Well if it does, I'm sorry,
but perhaps that suggests that you do not have a
purpose, you only have a job.

When you undertake this responsibility with
Enthusiasm and vigor - when people detect that
there is a real heart and soul behind what you do
- they sit up and take notice.  They experience that
you really are different. "Win-Win" is no longer
empty positive-thinking mantra, but a daily
reality that makes your business flourish.

You should take a closer look at these Children's
Memorial Service Principles and ask yourself how you
Might make some of them your own - not from the ouside in,
But from the inside out.  Your customers - and your sense
of purpose - will thank you!

Sincerely,

Perry Marshall
http://www.tlgonline.com/Perry.htm

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Psy Tech Inc., 22 Grandview Road, Windham, NH 03087, USA