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Not the tightest mission statement, with the asterisk in there. But I think that it just shows the importance and the adaption of these. And so what a lot of brands are saying is this traditional mission statement isn't necessarily delivering for us anymore. It's all of this \"corporate lip service\". Companies are starting to talk about this thing called a \"decision pulse.\" It's this single strategic direction, or identity, one level below the vision that makes corporate strategy actionable. And I'll give you an example: Starbucks. In 2007, when they were starting to lose market share, and their stock price was starting to slump. The CEO came in and he said, \"Wait a second, we need to focus, we need to double down. Starbucks needs to reassert its coffee authority.\" That was his decision pulse. Okay, well, what does that mean? Well, while other brands like Dunkin Donuts, or otherwise we're launching all of these other ancillary products, breakfast sandwiches, etc, etc. No, no, no. Starbucks needs to focus. He went in. He got rid of the breakfast sandwiches that they had. He, in 2008, closed every Starbucks in the United States for three hours to teach every barista how to make the perfect espresso. They lost over $6 million in that one day alone, but the focus was to bring back that authority. He even went so far - the reason he got rid of the breakfast sandwiches, which accounted for 3% of their profit, He was like, \"I don't want people walking in and smelling anything else but our coffee.\" Coffee authority. <\/p>","saveContent":"
Not the tightest mission statement, with the asterisk in there. But I think that it just shows the importance and the adaption of these. And so what a lot of brands are saying is this traditional mission statement isn't necessarily delivering for us anymore. It's all of this \"corporate lip service\". Companies are starting to talk about this thing called a \"decision pulse.\" It's this single strategic direction, or identity, one level below the vision that makes corporate strategy actionable. And I'll give you an example: Starbucks. In 2007, when they were starting to lose market share, and their stock price was starting to slump. The CEO came in and he said, \"Wait a second, we need to focus, we need to double down. Starbucks needs to reassert its coffee authority.\" That was his decision pulse. Okay, well, what does that mean? Well, while other brands like Dunkin Donuts, or otherwise we're launching all of these other ancillary products, breakfast sandwiches, etc, etc. No, no, no. Starbucks needs to focus. He went in. He got rid of the breakfast sandwiches that they had. He, in 2008, closed every Starbucks in the United States for three hours to teach every barista how to make the perfect espresso. They lost over $6 million in that one day alone, but the focus was to bring back that authority. 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GE vs. Jetblue: Your Mission Statement is B.S.