In the beginning segment of “Getting Down to Business,” host Dave Weatherholt interviews Todd Clark, founder and president of DenaliTEK, an Anchorage-based IT consulting firm. Todd credits his business’ success to an effective Mission and Vision Statement. He was able to use these credos to build a company culture, create excitement in employees and improve the customer experience. Todd also added, “If you don’t have happy employees, you won’t have happy clients.”
Later in the show, I analyze what makes an effective Mission and Vision Statement. I explain how DenaliTEK uses their Mission and Vision Statement as an internal marketing strategy to create strong beliefs about their organization’s purpose and future. DenaliTEK has built a very strong internal brand. It is especially impressive how Todd developed a set of criteria called, “The 10 Keys to Success,” that DenaliTEK uses to evaluate prospective employees to determine if they will help build the culture. The company lives its brand every day.
Not every company is this successful in implementing their Mission and Vision. Many times, these items are left as bullet points in the dust-heap of executives’ PowerPoint slides, never to become implemented. Another pitfall is making them too vague, so that in trying to say everything, they communicate nothing.
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