The regular football season recently ended and we, once again, witnessed the annual parade of head coach beheadings. Whether or not you participate in the debates surrounding these firings, it’s hard not to be fascinated by the high profile nature of these events.

However, away from the spotlight similar unceremonious leadership changes are common. A company’s stock falls and the CEO is ousted, a television station’s news ratings declines and the News Director is let go or in-store sales are flat for a national retail chain and the CMO is released.

So what’s the problem? Shouldn’t poor performers be shown the door?

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A Proper Mission Statement Provides an Understanding of Future Growth Directions

Does your company have a mission statement? If so, feel confident in knowing that the company is in a select group of companies that have engaged in this forward-thinking activity.

But what good is a mission statement if it’s not put into practice? When was the last time you read your company’s mission statement? What did it say to you? What do you think it conveys to others?

A mission statement must spell out what your company does and where it is going. The answers to these questions are supposed to inspire and guide you and your employees every working day and hour, whether your business is coming up ahead, lagging behind, or just sitting in the middle.

Mission statements often come up short, like this nebulous one: “The mission of our company is to provide excellence and quality for all of our customers.”

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