Do many companies' slogans use this method?
Sounds very tall.
Add an eagle, a sailboat, a climber; a corporate vision poster that looks great but doesn't work and you're done.
What's more: Some managers use these slogans as their own meeting reports.
Highlights of external speeches, or business interviews:
"We will prepare for a shift in future solutions."
"We're committed to sparking potential insights from our customers."
"We want to use the platform to create a good social environment."
"Our hope is to explore an uncertain future."
Managers feel good about Latest Mailing Database themselves, but others are confused: " Are you talking about people? "
So, today we will analyze it carefully: How to avoid managers not speaking?
express purpose
Improve the operability of goals
Improve the simplicity of the language
Ensure audience relevance
1. Express your purpose
In fact, when managers say "strengthen quality standards" and "build brand height", they don't know what they are doing.
for example:
We want to build a first-class brand in China, focus on the needs of Chinese user groups, actively expand store advantages, explore future e-commerce opportunities, flexibly respond to possible crises, clarify the company's competitive advantages, and promote cooperation with other companies...
I can make up a thousand words without repeating the above words. Because these words are applicable to any company, it means that it has no effect. If you don't believe me, you can bring it to a mobile phone sales company, a cosmetic company, or a fruit wholesale company to try.
These words are not representative and do not express a company's own distinctive purpose . Just imagine what company would say it doesn't want to "focus on customer needs", "explore future opportunities", and "flexibly respond to crises"?
Take a look at the corporate visions of some well-known companies:
Apple: Let everyone have a computer. Ford: Let the car enter every home. General Electric: Making the world a brighter place.
The visions of these companies have pointed out a clear purpose for their own companies : Apple makes computers, so I hope everyone has a computer. Ford makes cars, so it wants every household to have a car; General Electric makes light bulbs, so it wants to light up the world.
Some managers may not be convinced: "We have already stated that we want to become the number one in the clothing/architecture/design industry, why do you say we have no purpose?"
That's because an end is not just an expectation, but a concrete, actionable means .
2. Strengthen the operability of goals
Suppose there are two students who both want to get high marks at the end of the term:
The first student said: I want to study hard, listen carefully, concentrate on my work, and don't desert. The second student said: I want to get up in the morning and memorize English, take notes carefully in class, and write mathematics Huanggang Zhenti in the evening.
Who do you think is more successful in getting a high score at the end of the term?
I believe it must be the second student. Because his ideas are more maneuverable . The first student, just like the management who said "the first in the industry", has no room for maneuver.
As a company's team philosophy is like this:
The company advocates the team spirit of Dayan, and it is our common goal to create the most competitive medium-thick edition boutique enterprise. In the process of achieving this goal, everyone must be loyal to their team, shoulder heavy burdens, develop their potential, work hard, and strive to be the "leading goose" in the team: trust each other, cooperate tacitly, be willing to contribute, and unite together. Fighting the wind and waves in the fierce market competition...
Let's put aside the fact that in the real situation, only the leading geese are tired, so other geese will make up for it, and there will be no competition to be the "leading geese". The whole page just expresses: we want to unite and cooperate . As for why solidarity and cooperation are needed, how to unite and cooperate, and the problems that may arise in the process, there is no explanation.
Such rhetoric merely expresses the company's wishes, not concrete measures. Actionability is the need to reduce unnecessary fantasies and express clear practices .
E.g:
A concrete number: a 7% drop in cost per product. A specific process: 1. Go through the onboarding procedures; 2. Apply for office supplies; 3. Apply for the employee number. . . A specific solution: Each order needs to be reviewed by the design department before it is delivered to the production department.
And some managers will ask: "My idea has put aside the inoperable parts, why are there still people who don't understand it?"
This shows that your language is overly complex and obscures the real purpose.
3. Improve the simplicity of the language
For example, when we were chatting with a friend, the friend asked, "How did you sleep last night?"
Normal answer: I watched "Story of Yanxi Palace" all night last night, and I was so sleepy. Ill answer: Although it was difficult to sleep last night, "Story of Yanxi Palace" still gave me a fulfilling night. Just feeling a little sick now.
Your friends will probably be worried that it's not just your body that's wrong.
Some people may say that this is a conversation between friends, but it does not represent the conversation skills required for management in a company. Well, let's change to the superior and subordinate, and your employee walks into the office: "Boss, this is the summary report for this month."
Normal answer: OK, put it on the table, thanks for your hard work. Sick answer: Please put these materials on the table. It is a great honor for the company to have a partner like you.
It is estimated that the employee resignation report will be placed on your desk tomorrow.
Although the sick answer here explains things clearly, it piles up too many adjectives and written terms, which complicates facts or opinions that can be easily explained, making it more difficult for others to understand.