Innovation Winners

I was browsing through Business Week’s annual poll of executives to identify the 50 most innovative companies in the world and amused myself my doing a google search for their missions. Fascinating . Every company in the top 12 had a mission about what they do for customers not about themselves.

Compare that to the average turgid mission statement which goes something like : to be a leader in the provision of xxxx services in our chosen markets and to be a good corporate citizen in the way we deal with our employees and the communities we operate in.

The thing is that a mission which is specific about how you are of service becomes a powerful motivating factor for employees , liberating energy, creativity and yes of course innovation.

Here are just a few examples:

• Dedication to every clients success through innovation that matter to them (IBM)
• Improve the lives of the world’s consumers (P and G)
• Create the most satisfying ownership experience in the world (Toyota: I know, I know!!! But watch them recover)
• A smile on every face (Nintendo)