As a result, I had to change my approach and instead of looking for mission statements, I ended up looking for the words that defined the driving force of each of the Top 10.When no mission statement was available, I found the content most closely aligned to a central driving force philosophy for each company.Everything we do we build on a strong network, systems and process foundation.The quality and reliability of the products we deliver are paramount.On the ‘About Mc Donalds’ page, they had this summary and I actually think this content forms the basis of a much better mission statement: At Mc Donald’s, we strive to be more than just a restaurant – we’re a first job for many, a community partner, a model for other restaurants around the world, and a company seeking new ways to fulfil our brand promise of Quality, Service, Cleanliness, and Value.As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect.Apple leads the digital music revolution with its i Pods and i Tunes online store.Apple reinvented the mobile phone with its revolutionary i Phone and App Store, and has recently introduced its magical i Pad which is defining the future of mobile media and computing devices.
This is a shame, and I definitely think Apple could do a much better job of it, because Apple certainly is inspiring.
As such, I didn’t find a mission statement per se, but this is what drives IBM world-wide: Mc Donald’s brand mission is to be our customers’ favorite place and way to eat.
Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion.
My conclusion – it’s extremely interesting how differently the Top 10 go about things, but not all of them are doing it well. And if so, how do employees understand the central driving force of the company they work for?
As far as I’m concerned, a mission statement (plus vision and corporate values) are the driving force for a company, its reason for existence, and only seven out of the 10 had something called a mission statement, with only four of them being what I would define as mission statements. IBM obviously believes it’s still important to have direction, and while they went about it in a different way, the results created (see below) ensure the global workforce has something to focus on and align with.