Page 3 - Q3_2017_REI_Corp_Newsletter

Success
Success IS A JOURNEY

A message from Tom Sorley, CEO

All of us at Rosendin Electric are very excited about the launch of this inaugural issue of the REI Corporate
Newsletter, especially since the focus is related to recent updates we have made to our Strategic Plan.

Strategic plans, as a rule, are meant to be a guide that gives direction to leaders within any organization but, as
Robert Kaplan of the Balanced Scorecard fame estimates, 90% of these strategies fail due to poor execution. When
we looked back at the plan we developed in 2012, we knew that we struggled with the execution. Although we had
been successful in some areas, we struggled in others. We needed something that was more meaningful to our
company, something everyone could rally around…something simple, memorable, believable. Something that would
inspire our teams and guide their direction and daily activity.

The Strategic Planning Committee met to discuss steps we could take to complete this task and it was quickly
realized that we needed more than a refresh -- we needed a redo. We were in need of something that could take the
strengths of our past and combine it with an entrepreneurial mindset about the future. We needed a change.

In mid-2016, we formed a small group of people to formulate ideas for what the future of Rosendin would look
like. We assembled people from every region, department, market sector, and age group to ensure that we had a
diversity of ideas to consider. The ground rules were very basic, let’s define US!

We felt that if we created a document that defines who we are, our non-negotiables, and where we wanted to be, it
would provide a framework that would bring clarity to our teams and help us avoid “chasing every shiny object” that
crossed our path. We all knew that opportunities would come and go, but we needed to ensure that our teams would
only engage when a pursuit was in alignment with our strategic objectives.

These groups held meetings for several months and culminated in a formal presentation of their ideas to the
Executive Committee, then to the Rosendin Board of Directors at the May meeting. Our Board members were
very impressed with the direction these teams had outlined and felt strongly that these plans would ensure a bright
future for all of Rosendin. In the meantime, we decided to begin the roll out of our new Mission Statement, Purpose
Statement, and Core Values. As opposed to the past, we strongly believed that these were more powerful, simple
enough to be remembered, and truly reflected who we are.

Building Quality, Building Value, Building People. Each phrase of our Mission Statement can be
interpreted as a noun or a verb. This defines our desire in what we do (verb) and who we are (noun). Additionally,
while each phrase can be taken individually, it is only through the integration and use of all three in
harmony that we really achieve the Rosendin Way!

Lead. Inspire. Build. Our Purpose was easy -- We Are Builders! We build highly
sophisticated and integrated electrical work across a wide range of market sectors. We bring
innovation and leadership to our customers and our industry. This statement best expresses
how we set the standards and provide solutions.

We Care, We Listen, We Share, We Innovate, We Excel. Our Core Values
resonate deeply with all of us because they represent action words that express
the soul of our organization both internally and externally. These are our guiding
principles that define our behavior and will be used by our customer to describe us...
Rosendin Electric.

The bottom line remains, we could not be where we are today if it wasn’t for all of
you. Thank you for all you do!

Q3 2017 | The Feeder 3
© 2017 Rosendin Electric, Inc. All Rights Reserved.