In the search for something snappy and inspiring, the result is often a mission statement that is trite and which doesn’t characterise and differentiate the organisation. And those mission statements certainly don’t inspire.
A different approach. A Credo
If you haven’t come across the idea of a credo before, here’s a definition.
CREDO | ?kri?d??, ?kre?d?? | noun (plural credos)
a statement of the beliefs or aims which guide someone’s actions.
I’m interested in who reads my blog, so recently I looked up the website of one of my subscribers, and I found this interesting statement of their company’s credo.
It’s not short and snappy, but it is clear. Whatever kind of stakeholder I might be in that business, I understand what’s being said, and the clarity of the credo feels inspiring. It gives an opportunity for stakeholders to hold the company accountable for its performance against that credo – something that’s very difficult to do with a mission statement.
Business Changes, Values Don’t
In a business, people come and go, products evolve, reorganisations happen, methods change, markets move, management styles switch like seasonal fashions… but the values of the organisation evolve very slowly, if at all.
Expressing the values of your organisation in a credo such as the one I showed above could be really useful, don’t you think?
Let me know if you’ve got a good credo for your organisation, or what you’ve experienced in trying to create one, in the comments below.