The mission statement, like those of many
other organizations, had declared an intention
to “use high-quality employees to provide services
that surpass customers’ needs.” But the
project manager in the field with his employees
and his customer did not know how to
translate those words into the appropriate actions.
The phone call convinced the CEO that a
large gap existed between the mission statement
and employees’ knowledge of how their
day-to-day actions could contribute to realizing
the company’s vision.