Great
companies have a single purpose that drives them toward success.
That
purpose is simple, straightforward, and no longer than a sentence.
For
example,
Google's is "We organize the world's information and make it
universally accessible and useful,"
and ING Direct's is "We lead
Americans back to savings.
This is not a tag line but
a single idea that defines the company's reason for existing. Discover
what your company is best at and put it into a sentence. Don't settle
with being the middle of the road, but strive to be the most responsive,
most colorful, or most focused. Then, make sure that everyone in your
company knows that sentence and uses it to drive success.
