Primary Task

If your company disappeared today, what would your customer miss?

Mission statements don’t often match what’s really happening at the company. A few examples at random:

• At Walmart, we're committed to help people save money and live better around the world.
• Walgreens: We are boldly committed to creating a better world through health and wellness.
• Union Pacific: Build America for all generations by connecting our nation’s businesses and communities to each other and the world.

While those three examples are picked at random, I find it difficult to find a mission statement that is more than a wishful marketing phrase.

What would I miss if Walmart vanished? I can’t think of anything, but I don’t personally shop at Walmart. I don’t appreciate the way they treat their employees, and I don’t like the impact to communities when a Walmart comes to town.

What about Walgreens? The only thing about Walgreens I can think of is 24 hours. If I need something in the middle of the night, Walgreens is a good choice; otherwise, I have plenty of other options.

Union Pacific? I’m guessing someone else would buy the railroad and do their best. Our economy is dependent on rail transportation. I am not sure we care who runs it. If we did, we’d be able to tell the difference between Union Pacific and BNSF and CSX. I can’t; can you?

The ultimate mission for every institution is survival and growth. I’ve never heard of a business willing to go out of business to do the right thing. All groups, non-profit or not, act in their best self interest.

The best we can do is create places where the instinct to stay alive aligns with the purpose of the company.