(5) PROF ELECTIVE (LESSON 2)

Vision

Represents the long-term aspirations of the company, providing direction and inspiration for stakeholders.

Mission

Defines how the vision will be achieved through actionable goals.

Objectives

Offer measurable benchmarks to track progress.

Vision

Long-term aspiration (Where are we going)

Starbucks: “To inspire and nurture the human spirit”

Mission

Core purpose and operations (Why do we exist)

Starbucks: “To nurture the human connection through coffee”

Objectives

Specific measurable goals (How will we get there)

Starbucks: “Open 500 new stores annually in Asia”

Alignment

Guides decision-making and resource allocation.

Motivation

Inspire employees and attracts investors.

Accountability

Measures progress and success.

Onboarding

Visual Reminders

Performance Metrics

3 Types of Internal Communication

Onboarding

Include in employee training

Visual Reminders

Posters, screensavers, or intranet banners.

Performance Metrics

Tie objectives to KPIs (bonuses for goal achievements)

Website & Social Media

Marketing Materials

Leadership Messaging

3 Types of External Communication

Website & Social Media

Feature on the homepage (Google’s “Don’t be evil” motto)

Marketing Materials

Embed in ads and annual reports.

Leadership Messaging

CEOs reinforce them in speeches (Microsoft’s “Empower every person”)

Simplicity

Repetition

Storytelling

3 Tips for Effective Communication

Simplicity

Avoid jargon (Improper lives vs. Leverage synergistic human capital)

Repetition

Reinforce regularly in meetings and newsletters.

Storytelling

Share anecdotes showing the mission in action (TOMS Shoes “One for One” stories)