Page 155 - ConvinceThemFlip

know the nature of your business
90-Second Summary
The Big Idea
A good idea becomes a big idea with an artfully crafted
mission statement—a simple, brief, and memorable
explanation of why the organization exists and what
difference it makes. The big idea:
• Can give an organization personality. It should be
memorable, capture the spirit of the organization,
and point everyone in the same direction.
• Does not refer directly to a product or service, but to
what the company does. It springs from the true nature
of your business.
• Should trigger the instant mantra “Am I doing it now,
or not?” The big idea should be the first consideration
for any employee making decisions with customers,
clients, and colleagues.
The Personal Big Idea
Defining your own personal big idea can give your work
life more direction and meaning. This statement conveys
the value and essence of what you do. Formulate it in a
way that makes sense to you.
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