Page 8 - The Art of the Start

ChangeThis Compare the Starbucks mantra, “Rewarding everyday moments,” to the companyʼs mission statement, “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” Which is more memorable? | EXERCISE In only the space provided, write your organizationʼs mantra: Imagine that someone asks your parents or your organizationʼs receptionist what you do. 8 Can it get any better than a three-word mantra such as “Authentic athletic performance”? A final thought on mantras: Donʼt confuse mantras and tag lines. A mantra is for your employees; itʼs a guideline for what they do in their jobs. A tag line is for your customers; itʼs a guideline for how to use your product or service. For example, Nikeʼs mantra is “Authentic athletic performance.” Its tag line is “Just do it.” 8 Actually, it could. Back in the early days, we toyed with “We take the FU out of funding” for Garageʼs mantra, but we rejected it because it was too long. :-) | issue 001.01 | i U | h 8/34 f