We were conducting a marketing workshop for a client and we did a number of exercises so that we could get a group consensus about their core objective and key messages.
As part of this session we were trying to define their “essence” , their heartbeat , who they are and exactly what they are all about – this was really useful as it helped us to understand them even more and it helped to deliver some extra clarity to their own senior team.
The session was steering it’s way towards a Mission Statement, an outward and inward declaration of intent that they could stand over, which hopefully was going to be a lot more than corporate dribble and something that would actually connect with their audiences.
The problem is I actually hate all of that Mission Statement “stuff” – I guess the original intent was good, but for…
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