The Importance of a Strong Mission and Vision Statement

We worked with the Texas A&M University Electronics Engineering Technology group this week on their mission and vision statement.

A group comprised of faculty members and industry partners spent the day discussing what the goals of the program should be, now and in the future. It was a great workshop, with lots of spirited discussions and exercises that helped define the purpose and direction of the eSET program.

As a rule, the mission statement is used for internal purposes in an effort to unite a company’s strategy and communicate the emotional benefits to the target customer. It should go well beyond the functional aspects of a product or service.

It’s not meant to be a catchy phrase but rather a well thought-out single statement focusing on customer aspirations versus product benefits or company attributes.

Mission and Vision Statement Analysis Questions

Along the way, we judged different draft versions of the mission statement by asking the following questions:

  • Is it compelling?
  • Is it distinct?
  • Is it achievable?
  • It it sustainable?

For the vision statement, we challenged the group to think beyond what they were currently doing and look at where they would like to take the eSET program. We kept asking questions on what the ultimate goal should be – if there were no constraints.

The team found out quickly that it’s hard to look beyond what seems possible right now and push towards a goal that might be beyond the usual 3 month forecast.

But that’s the beauty of a vision statement that is also aspirational and inspiring. It should be something that excites every single person within an organization, it’s what keeps everyone coming in early and motivated.

After crafting the mission and vision statement, the next steps will be to validate our ideas through a customer and stakeholder survey along with in-depth interviews and focus groups.

Only by stepping back and taking the time to understand the services or products a company provides and what emotional connections it can forge with customers can we create a marketing plan with technology corporate branding that will be effective, achievable and ultimately resonate with customers on a deeper level.

As we move forward, we’ll keep you updated on our progress. Our time with the Texas A&M team was well spent and we’re on our way, having laid the foundation by defining the goals for the program in the near future and beyond.

Why Do You Need a Proofreader?

You may think you can do your own editing, but authors often do not read their content from the perspective of the reader. An external marketing company can act as your proofreader and save you some embarrassment like the errors shown below. Of course, poor proofreading does provide a good laugh for the reader.

Forward Vision Marketing, LLC, specializes in communicating in a business-to-business marketplace, especially concerning technology PR. We understand technology and focus on communicating technical product features to customers and companies. Our professional high-tech writers, copyeditors, and proofreaders check manuals, contracts, letters and reports, as well as medical, business and technical documents.

A Proofreader Can Prevent Mistakes Like These:

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Portraying Women in Technology, Science, and Media


women in technologyLast week, I had lunch with Geena Davis.  I didn’t get to talk to her personally since there was over 1,000 women joining me at the Dallas Women’s Foundation Fundraiser.  However, Geena Davis did appear to be as personable and humble as many of her roles personify.  She spoke about her mission to improve the portrayal of women in technology and media through  The Geena Davis Institute.

One of the interesting marketing research she mentioned was that in family films from 2006 to 2009, not one female character was depicted in G-rated family films in the field of medical science, as a business leader, in law, or politics. In film group scenes, only 17% of the characters are female. She mentioned that the 17% female representation in media is echoed in real world statistics such as percentage of women in engineering, senate, medical doctors, and film producers.

Unfortunately, the gender imbalance issues hasn’t gotten better over time. For example, gender inequality on screen has remained largely unchanged and unchecked for 60 years. However, some companies are engaging some tactics to help women achieve equal representation in the workplace. The small business association is  supporting federal contracts to employee women-owned businesses. Forward Vision is a technology marketing, women-owned small business that qualifies under the SBA WOSB definition.

Here’s a few more research facts that I learned about women in technology and media:

  • Males outnumber females 3 to 1 in family films. In contrast, females comprise just over 50% of the population in the United States. Even more staggering is the fact that this ratio, as seen in family films, is the same as it was in 1946.
  • Females are almost four times as likely as males to be shown in sexy attire. Further, females are nearly twice as likely as males to be shown with a diminutive waistline. Generally unrealistic figures are more likely to be seen on females than males.
  • Females are also underrepresented behind the camera. Across 1,565 content creators, only 7% of directors, 13% of writers, and 20% of producers are female. This translates to 4.8 males working behind-the-scenes to every one female.
  • From 2006 to 2009, not one female character was depicted in G-rated family films in the field of medical science, as a business leader, in law, or politics. In these films, 80.5% of all working characters are male and 19.5% are female, which is a contrast to real world statistics, where women comprise 50% of the workforce.