Mission & Vision
   – To read or not to read? Please answer this question in the affirmative. – 

Most companies and organizations do not need to have a written mission statement, because they only pretend to have one. At present, mission and vision statements are often a kind of fashion. For wimu ev, “mission and vision” is not fashion. We need to have a mission statement. We thought about utilizing the mission roulette. You know that mission roulettes arbitrarily combine meaningless sentences to create a longer meaningless text. If you want to read a mission statement like that, just read the following text.

“Our mission is to empower every organization on the planet to achieve more. Our objective is very simple: We assist you in making your endeavors more productive and successful. We inspire and nurture your spirit by providing creative ideas to sustainably succeed. Thereby, we bring your projects to life. Our ideas unlock the potential of your employees’ creativity. Your projects will spread the power of optimism and thus enhance the optimism of your employees. You will be enabled to increase the happiness of your customers and give them the most compelling experience possible. And our ideals will help you and us to protect the planet. We’re a purpose-driven consultant that sets the standards of excellence for consulting. Quality is our state of mind. Our endeavor is dedication to the highest quality of consulting delivered with a sense of warmth, friendliness, individual pride, and company spirit. Our vision is helping even more organizations to refresh the world in mind, body and spirit.”

Isn’t that nice? It contains information why we want to do business, who are our targeted customers, and what differentiates us from competitors. And the vision is future-oriented. Admittedly, all sentences were copied (we want to apologize to all the companies whose statements were emulated!) and – if you have read this entry until this point – you have forgotten them. Right? Or would you remember anything?

A mission statement has to be effective advertising which influences customers, employees, and the public – which is stored and liked by them. It should express the soul (sorry for the unacademic term) of the company, i.e., why it exists, what it strives for, what justifies its existence, and it should be entertaining to a certain extent. Strictly speaking, we know only the mission statement of one company that was highly rememberable and likeable. Until now, it is the very best. Or are you able do remember even one impressive mission statement of any company? Then please cite it’s most essential parts of that mission statement.  We strongly believe that you can’t. Thus, enjoy reading this mission statement. It promoted the Cadillac brand in 1915. We know, it’s long. But it’s worth to be read it.

“In every field of human endeavor, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work. In art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition; the punishment, fierce denial and detraction. When a man’s work becomes a standard for the whole world, it also becomes a target for the shafts of the envious few. If his work be mediocre, he will be left severely alone – if he achieves a masterpiece, it will set a million tongues a-wagging. Jealousy does not protrude its forked tongue at the artist who produces a commonplace painting. Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass or to slander you unless your work be stamped with the seal of genius. Long, long after a great work or a good work has been done, those who are disappointed or envious, continue to cry out that it cannot be done. Spiteful little voices in the domain of art were raised against our own Whistler as a mountebank, long after the big world had acclaimed him its greatest artistic genius. Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those whom he had dethroned and displaced argued angrily that he was no musician at all. The little world continued to protest that Fulton could never build a steamboat, while the big world flocked to the river banks to see his boat steam by. The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy – but only confirms once more the superiority of that which he strives to supplant. There is nothing new in this. It is as old as the world and as old as human passions – envy, fear, greed, ambition, and the desire to surpass. And it all avails nothing. If the leader truly leads, he remains – the leader. Master-poet, master-painter, master-workman, each in his turn is assailed, and each holds his laurels through the ages. That which is good or great makes itself known, no matter how loud the clamor of denial. That which deserves to live – lives.”

We are working on writing a similarly rememberable mission statement for wimu ev as Cadillac did over 100 years ago. In the meanwhile, we invite you to view the model of market-oriented management. We use this view as the foundation of our vision how companies get the capacity to compete.

What is Market-oriented Management? Creating the Company along that Process