Firms with destiny have a buzz about them. They know where they're going, the staff know the route, and everyone pulls in the same direction. Great working environments are established around a shared purpose, whether it is building the Pyramids or getting out XP. Tap into this and your operation gathers cohesion and coordinates its actions. You also benefit from vastly improved productivity.
In the 1990s every organization believed they were undressed without a "Mission Statement." They felt publicly humiliated and corporately inept without one. Unfortunately, Mission Statements got trivialized as it became the fashion to reduce them to the length of a sound bite or an advertising slogan. What Mission Statements did do was make firms think about what they really did and the biggest benefits they gave their customers (more about this in Chapter 14).
Founders normally have vision, guts, and a sense of destiny. They are inspiring people. Their firms start off with strong ideas and sound reasons for existence. It is highly desirable for the founders to record their aims at the outset so that everyone who comes on board afterwards knows where the firm intends to go. These raison d'êtres, as the French call them, may help you to differentiate your firm from others with similar aims. They certainly make it clear to applicants what kind of firm they would be joining, if invited.
An introductory company résumé doesn't have to be long but it probably should tell newcomers the following:
♦ Who founded the firm and why
♦ The market they are after
♦ What they want from their staff
♦ Ways they feel customers should be treated
♦ Their aspirations for the product and the company
♦ The kind of reputation they wish to earn
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