Commercial Change Team

Review of team vision, purpose, etc

Chris Phillips-Maund
8th Jan 2009 Meeting Agenda

• Recap 10 mins
• Group Brainstorming Session 1 15 mins
• Break <5mins
• Group Brainstorming Session 2 15 mins
• Categorise Thoughts 10 mins
• Summary 5 mins

• Post Meeting activities:

− Meeting notes distributed
− Individual brainstorming
− Drafting of vision & mission statements
− Reconvene attendees to agree vision & mission statements drafts

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Reminder - What are we try to achieve? (Using Windows of Wisdom)

CONTEXT WHAT ARE THE CONSTRAINTS?

Increased employee engagement Vision / mission statement for Commercial Change

Team
A common business purpose / goal will increase team Vision planning horizon (1, 2 or 3 years?)
engagement on a practical level Brainstorming constraints (Free thinking,
Do not kill thoughts or ideas, Creativity flows through
having fun)

VISION POLITICS

Increasing team engagement through an agreed common Team involvement is essential

purpose / goal articulated through a the team vision and
mission statement Impacts the team, UK Change and UK Ops

Impacts our customers

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Objectives Hierarchy

Vision, strategy selection,

Mission Statement and Business
Purpose as presented 15th Dec
Team Meeting

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Some Stimulation for Brainstorming
• Imagine we are partners in an external consultancy • Identify words to help construct our vision and mission
firm: statement
− What is our business? − What words describe emotions would you feel in
your dream change team?
− Who are our customers?
− What words motivate you?
− What do our customers expect from us?
− What words demotivate you? (words to eliminate)
− How do we add-value for our customers?
− What words inspire you or our customers?
− If we did not exist how would our customers be
exposed? − How can we live the brand beliefs to support
achieving our vision?
− If we had no constraints what would delight our
customers?
− As individuals what would delight us at work?

Brainstorming Questions:

What is the vision for the Commercial Change Team in (for

example) 1 or 3 years time?

What are the words/statements to be included in our vision /

mission statements?

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Appendix

• Windows of Wisdom
• Definitions Vision & Mission Statements
• Brainstorming Process
• Thought Stimulators
• Strategic Levers & Brand Beliefs

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Remember Windows of Wisdom from UK Change Convention
• Provides a back drop against which to frame questions
• Understand ALL aspects of what has to be done on an issue/problem
• Allows fuller idea development by understanding context within which we need to
work and opportunities

Time,
Budget, Resource

Background CONTEXT What are the

Why are we doing this? CONSTRAINTS?

POLITICS
VISION What’s involved? People, teams,
What success What is the benefit? Who does it impact? organisations
will look like Who to engage / avoid?

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Definitions

Vision Mission Statement

• Vision: Defines the desired or intended future state of a • Defines the fundamental purpose of an organization or an
specific organization or enterprise in terms of its fundamental enterprise, basically describing why it exists.
objective and/or strategic direction. • It concentrates on the present.
• A Vision statement outlines what the organization wants • It defines the customer and the critical processes.
to be
• It informs you of the desired level of performance.
− It concentrates on the future
• A mission statement provides a path to realize the vision
− It is a source of inspiration in line with its values.

− It provides clear decision-making criteria

• The Vision describes a future identity while the Mission
serves as an ongoing and time-independent guide
• Features of an effective vision statement include:

 Clarity and lack of ambiguity

 Vivid and clear picture
 Description of a bright future
 Memorable and engaging wording
 Realistic aspirations
 Alignment with organizational values and culture

8 Source wikipedia (http://en.wikipedia.org/wiki/Vision_statement#Mission_statements_and_vision_statements) accessed 6th Jan 2009

Brainstorm Process

• Brainstorm Thoughts
− thought generation (no right or wrong, volume and diversity is good)
− Verbal or non-verbal criticism is ruled out. Adverse judgement of ideas must be withheld until later
− Think freely. The wilder the idea, the better
− Quantity is wanted. This is to increase the likelihood of useful ideas
− Combination and improvement of thoughts are sought
• Idea Generation
− development of thoughts into ideas
• Categorise ideas

• Assess/evaluate ideas
− Identify go forward ideas

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Thought Stimulators
• Don’t analyse • Words/Phrases that
Energise
• Think freely
• Dream a little
• Don’t think too hard
• Build on others thoughts
• Single or multiple words
• Wild ideas are good
• What if…..?
• Be Brave
• Motivators
• Don’t be Afraid (we are all
− What personally
idiots!)
motivates you?
• Stretch your thinking
− What excites you?
• Go outside your comfort
zone

No Verbal or non-verbal criticism

Strategic Levers & Brand Beliefs

7 Strategic Levers RSA brand values:

• Our strategy is all about achieving sustainable • Brilliant service
profitable performance and the way we're going to • Getting the job done
achieve that is through pulling on seven key levers.
• Doing the right thing
1. The first lever is to increase profitable sales
• Bright ideas
2. The second is to ensure our technology is fit for purpose
• Positive people
3. The third is to have industry leading technical mastery
4. The fourth lever is to realise brilliant service
5. The fifth is to right-size our cost base
6. The sixth is to have engaged and positive people
7. The seventh and final lever is to ensure we have strong
controls in place

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