mission and values
This page outlines the process we went through to design a new set of company values and a mission statement for a video agency in Raleigh, NC.
UPDATING company values
PROJECT SPECIFICS
Company values help define how employees can play a role in their organization’s success. Values should be aspirational and help employees understand the types of behaviors that are needed and acceptable in pursuit of its mission. For this specific project, I led a small group to update Myriad Media’s existing set of nine values (created seven years prior). I also worked with a designer to create new icons.
We wanted this update to unite the team around a common set of guidelines that were necessary for the type of growth and change we wanted to see at the agency. All employees and partners gave feedback at multiple points throughout the project to ensure we sourced inspiration, perspective and buy-in from every corner of the agency.
Designer: Brittain Peck
PROCESS
We asked ourselves a lot of questions that leaned heavily on the Competing Values Framework methodology, such as:
What makes the company unique? What has made the company successful? What skills and mentalities lead to great work? What does the future need to look like? What behaviors should we hold one another accountable for?
Additional insights and inspiration came from the following:
Two company-wide surveys
Analysis of employee communication channels (such as Slack and email)
Analysis of the agency's five-year strategy
Individual feedback sessions with any interested employee
RESULTS
The picture to the left showcases the final set of values. We received an outpour of support and buy-in during the launch of the new Myriad Way. It was a clear step forward that everyone contributed to. We shortened the list from nine to six so that they were easy to remember, keeping the first value the same as the original set. We also wrote a short description for each value to help connect the types of behaviors that demonstrate the values.
The new Myriad Way has influenced the company’s annual objectives, employment branding, hiring decisions, performance development, job design, marketing, sales and client relationship management.
Writing a mission statement
PROJECT SPECIFICS
After we updated the values shown above, we worked as a small team to write a mission statement for Myriad. A mission statement helps define a company’s purpose. The company needed to remove ambiguity and confusion that many of the employees felt after a period of growth, change and multiple business pursuits. This project helped us re-orient ourselves and focus on a clear path forward.
Simple mission statements are not so simple to create. The process included the following steps:
Analysis of company branding, strategy, communication channels and values
One-on-one interviews with every employee
Company surveys
Collaborative brainstorming and writing sessions
Tense conversations. Fun conversations.
RESULTS
Our mission statement became:
MAKE VIDEO MAKE A DIFFERENCE
This was one of the most well-received change announcements I’ve ever been a part of. At the end of our presentation, the room filled with energy and excitement. Employees expressed that it was something clear and tangible to believe in and rally behind. Ultimately, it helped employees feel a sense of purpose, impact and alignment with the company.
Since the day of its launch, the mission statement enabled the firm to set long-term company objectives as a team, as well as individual yearly goals. It is something that is consistently referenced to ensure everyone is on the same page and making cohesive strides forward.