I have just had a great time working with a small team who wanted to create a new strategy; where better to start than crafting company Mission and Vision statements?These are so helpful for extracting clarity of purpose and projecting ambition.

I like to think of the Mission as the heart of the company and the Vision as its soul. The Mission describes the purpose of the organisation, why it exists, its very essence, whereas the Vision is a definition of something the organisation wants to become or to achieve; something that stretches its image and has human resonance. Both statements should inspire all readers inside and outside of the organisation.

One of the most unsual ones generated in a workshop I ran in the North East came from a member of staff: “A luv customers me!”