7 Keys to Marketing Genius: Backwards Creation
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
A great tool for creating a mission statement is to start at the end and work backward. What do you want to accomplish? What do you want people to say about the organization 50 years from now? In seminars I have people create a personal mission statement. To visualize the future, I have participants pretend they are at their own funeral. I ask these questions:
• Who is present?
• Are there loved ones, family, coworkers, friends, teachers, coaches, and/or children?
• What is each one saying about your life?
• Do you like what they are saying about what you accomplished with your life?
• If you could choose, what kind of things would you want them to say about you?
In doing this exercise over the years, I have discovered a similarity in people’s responses. Typically, people want to be remembered as kind, friendly and contributing to society. I ask, “How many people said they would want their loved ones to remember them for the cool car they drove?” I have never had anyone raise his or her hand. I also ask, “How many of you have that as a current concern?” Most people do raise their hands. There is an inconsistency between what most people value and what they are busy pursuing. The same principle is true of organizations.
Based on the responses to these questions, people are usually able to formulate what is most important to them. When they stop and reflect, they can see whether they are currently living their lives in a way that will get them to the point where people will say about them what they want them to say. The mission statement defines what the person or organization values and the standards they pursue. To create powerful mission statements see the Seven Keys Companion Guide. Accomplishing the mission is dependent upon setting and reaching goals.