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This episode is a business coaching course that teaches how to use a mission to announce where you are going.

Results-Focused Training, Tools, and Workshops from Expert Business Coaches.

Featured Coaching Excerpt - Notes & Transcript, Part 1
  • Principle #2: Your Mission Announces Where You Are Going
  • Notable Quotable: “The mission announces exactly where you are going, and the values describe the behaviors that will get you there.” - Jack Welch (The CEO of GE who grew the company by 4,000)
    -Jack Sparrow (This is not Jack Welch, we are just keeping it interesting)
  • Editor's Note: Southwest Airlines was founded by Rollin King (right) and Herb Kelleher.
  • Editor's Note: Behold...the early Southwest Airlines team members having fun at work.
  • Notable Quotable: Habit #2 - "You must begin with the end in the mind."
    -Stephen Covey
    (7 Habits of Highly Effective People)
  • Editor's Note: Walt Disney started out as an ambulance drive in World War II. We all have to start somewhere.


-Principle number two, your mission and announces where you are going. It's providing you the direction for the company. OK? And that's it consolidated into the mission statement. OK?

So Jack Welch says, "the mission announces exactly where you are going, and the values describe the behaviors that will get you there." OK, so what is Jack Welch mean by this?

-Well, your mission-- you're saying, this is the destination we're headed to. So Southwest Airlines-- we will make flying more affordable for the planet. We will make air travel more affordable. That was Herb Kelleher, the founder of Southwest Airlines, his whole mantra, his whole concept. I'm paraphrasing here. But he wanted to make flying affordable for people all across the world.

It used to be-- I remember I flew back to Minnesota and 1999, and my ticket was more money then than it is now. Airline travel used to be so much more expensive, you know? And it's because Southwest Airlines didn't fly into that city at the time. It just is more expensive-- it used to be super expensive. Only elite people could fly.

And he wanted to make it more affordable for everybody. That's the big mission. But the values explain, how are we going to do it.

And they're going to do it by having uncompromisingly low fares. And they're going to have a very simple system-- low fares-- and they're going to make sure they're funny. They're having a good time. It's a fun culture. That's how they're going to do it.

So the mission is, kind of, where are we going. And the values are, how are we going to do it.

MALE SPEAKER: OK. So where are we going? And so for the Thrivers that are out there, they're putting together their mission statement right now. They're constructing it. So the first part is the values from principle number one. The second thing is where are we going? How big of a vision do I need to have for where are we going.

CLAY CLARK: You need to have a vision that's so big, it inspires somebody. I mean, if you vision's like, oh, you know, we're going to try to make a DJ service that's, you know, it's pretty good. I mean if your people aren't excited about that-- you're like, oh, everybody, are you guys excited to make a company pretty good-- then your probably going to attract great people. You want to have a great idea.

I mean, Disney World wants to be the most magical place on Earth. And I know it's kind of like, wow, Disney World, they're huge. I can't even approach that idea. But no, Walt Disney started it. I mean, this is a guy who'd lost it all twice in business, and he decided he wanted to make a magical experience for families.

Every great business has to start with a big idea. But you have to start with a big idea. If you're not even trying to go to the promised land, you're certainly not going to get there. You have to have a big, big vision, the kind of vision that's a big, hairy, audacious goal. It's got to be awesome. It's got to be exciting. It has to be inspiring. If it's not, redo.

-OK. So principle number two, you have to announce where you're going. You have to have that direction. You have to have that big, hairy, audacious goal for where you're headed. That's principal number two.

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