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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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“You have no right to go before a public without an adequate technique. You have to have speech, and it's a cultivated speech.” Martha Graham, pioneer of modern dance
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This is the first of a new series where we’ll discuss the importance of maintaining messaging consistency. The most important asset to your business is its message—the reason why it exists. This message should saturate all aspects of your business and ultimately stand as its cornerstone.
The first assignment then for any new business will be to determine what that message is. We find this by asking the following questions: What is your mission? What is your vision? What are your core values? Your mission is an extension of you. Clearly define your mission by looking at the problems you solve and how you differ from others in your field. That difference will be critical to remember. As an example, we here at McMath solutions began with this mission in mind: “We strive for clear, consistent, actionable implementation of our clients’ first principles facing all their stakeholders.” Our mission lets you know who we are and why we exist. With the mission defined, your vision statement will speak to not only what your company currently achieves but look toward the future. Consistency to mission is key. If your vision and mission are not consistent you run the risk of dividing your team. For McMath Solutions, our mission led to our vision: “Messages Make Markets.” This vision is our mission looking toward the future. We believe that when we work toward actionable implementation and help you with your messages we can make and open up markets that were previously closed to both your business and us. Once the mission and vision are defined and in alignment with one another, your core values need to be defined as well. What are the values that your business strives to achieve? Or more to the point, what values will your company need to achieve your mission and vision? These values should reflect your mission and vision and bring understanding to your team on what’s expected of them. Our core values, which we call truths, “Aggressive efficacy, clarity at the crux, and allegiance,” grew out of the mission and vision. If we believe that messages make markets and that we strive for clear, consistent, actionable implementation, then we must press for our team to ensure aggressive efficacy, to remember that clarity pushes toward best outcomes, and to strive for allegiance in all aspects of business. In order for your business to fulfill its mission, consistency to message is crucial. Everything the business does has to be aligned to the mission or the business risks losing efficacy. Now that we’ve discussed guiding values, stay tuned for next week as we discuss further areas where consistency will be critical to your business. To learn more about the Knowledge Management & Strategic Communications practice, and how other McMath Solutions...solutions can help you Make your Market, contact us today to schedule a strategy call.
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As a businessperson, you’ve taken the obligation to stand before someone who has their own goals and needs, and to assure them that you can help bridge the gap between present and future. You desire to bring something real to bear both on the gap itself and on the customer’s understanding of it—nothing hidden behind cliché or sophistry. We know you take the promise to maximize customers’ time and money as seriously as we do. That’s why we treat thought leadership as another means to earn the trust your dreams will place in us.
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Make Your Market Today!
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