| Fast Company featured an article this month by Ellen | | | | it's good enough that they stay in business). If they do |
| McGirt on Nike CEO Mark Parker. Nike's doing well, | | | | the BRING part right, the BE will happen. |
| and Mark seems like a smart, creative, cool CEO that | | | | You need both the BE and the BRING. |
| plays a big part in their success. | | | | Here are 3 questions to consider for the "be" and |
| Toward the end of the article, Mark stated that about | | | | "bring" of your mission: |
| 9 years ago he and Phil Knight (Nike founder) worked | | | | BE: |
| on a new mission statement. Here's the previous and | | | | 1. What one, unique thing do we WANT to be best at |
| current: | | | | doing? Is that the soul of who we are or want to be? |
| Previous: "To be the No. 1 sports-and-fitness company | | | | 2. What is our BE goal? Profitability, convenience, price, |
| in the world." | | | | speed, image, etc.? How will we know when we're |
| Current: "To bring innovation and inspiration to every | | | | "mission accomplished." How will we know we're on |
| athlete in the world. (And if you have a body, you're an | | | | the right track? |
| athlete." ) | | | | 3. What talent do we need to BE what we want to |
| There were two words that caught my eye in the | | | | be? Do we have the talent now? If not, where can |
| two mission statements: "be" and "bring." | | | | we find it? If we do, are people in the right roles to |
| The difference in the two is about focus; one | | | | take advantage of that talent? |
| self-referenced, the other market-referenced. The BE | | | | BRING: |
| part isn't entirely bad (unless the "bring" part is missing), | | | | 1. What do we BRING to people that they care about |
| but is about self-interest and individual payoff, e.g., Nike | | | | or need, and don't know to ask for in the way we |
| to "be the No. 1 sports..." The BE might matter to Nike, | | | | deliver it? Security, peace, inspiration, safety, personal |
| but I don't really care as a customer, I dig Nike whether | | | | growth, love, knowledge, fitness, excitement, etc.? |
| they're #1 or #10. | | | | 2. Do people currently rely on someone else for what |
| What you BRING is what you're going to deliver, i.e., | | | | we bring, or want to bring? Who and why? |
| what people know about you and count on you for. I | | | | 3. Why would anyone realistically switch to us for |
| want Nike to bring innovation and inspiration to me, but I | | | | what someone else already brings them? |
| don't care a lot about their market position (as long as | | | | |