Reuben Mark, former CEO of Colgate, maintains that a clear mission increasingly
must make sense internationally. Mark’s thoughts on vision are as follows:
When it comes to rallying everyone to the corporate banner, it’s essential to push one vision globally rather than trying to drive home different messages in different cultures. The trick is to keep the vision simple but elevated: “We make the world’s fastest computers” or “Telephone service for everyone.” You’re never going to get anyone to charge the machine guns only for financial objectives. It’s got to be some- thing that makes people feel better, feel a part of something.8