设计思维-你的初创公司使命是什么？

2022-04-14
如果这个问题还没有想过，或想清楚，或轻视之，可能公司并不能走得久远。
在对近50000个品牌的调查中，发现在消费者心目中，排名前50的品牌都与其标榜的理念(使命)相称。这50家公司 (called the “Stengel 50”)在10年间的发展速度是其竞争对手的3倍多。

以下指出了品牌使命的重要价值：
Sean Murphy (see his discussion of branding and design in “From
Conception to Prototype with Smart Design: A Case Study” on page 56)
points out:
There’s a tremendous pressure to cut corners when you’re a startup. Having strong brand principles gives you something to refer back to during
development. As the product evolves, you’re going to make decisions with
respect to what you understand your brand to be. The software, the service components…it will all be viewed in the context of answering the question
“Who are we?"
注：使命的确立似乎能起到 不忘初心 的作用。

In his book Grow (Crown Business), marketing expert and former Procter & Gamble global marketing officer Jim Stengel advocates that a company should have a brand ideal, a “higher-order benefit it brings to the world” that satisfies a fundamental human value that improves people’s lives.
注：品牌是一种高层次的财富。这会带来如下的5个方面生活质量提高：
In his own words, people’s
lives can be improved by engaging five fundamental human values:

• Eliciting Joy
  Activating experiences of happiness, wonder, and limitless possibility.
• Enabling Connection
  Enhancing the ability of people to connect with each other and the
  world in meaningful ways.
• Inspiring Exploration
  Helping people explore new horizons and new experiences.
• Evoking Pride
  Giving people increased confidence, strength, security, and vitality.
• Impacting Society
  Affecting society broadly, including by challenging the status quo and redefining categories.

以下的两个例子，实际上都展示了 以人为本 的理念。

举例1：

苹果的使命与愿景，Apple’s Mission Statement

• “Apple致力于通过其创新的硬件，软件和互联网产品为全球的学生，教育工作者，创意专业人士和消费者带来最佳的个人计算体验。”
  “To bringing the best user experience to customers through innovative hardware, software, and services.”**

Apple’s Vision Statement

Apple’s vision statement is:
“To make the best products on earth and to leave the world better than we found it.“**

举例2：
帮宝适的使命(品牌理念)：
Pampers’ brand ideal, for example, its true reason for being, is not selling the most disposable diapers in the world.
Pampers exists to help mothers care for their babies’ and toddlers’ healthy, happy development.
In looking beyond transactions, an ideal opens up endless possibilities, including endless possibilities for growth and profit.

参考：

1. 4.1节：
   DiResta, Renee, Brady Forrest, and Ryan Vinyard. The hardware startup: Building your product, business, and brand. " O'Reilly Media, Inc.", 2015.
   作者：
   命名公司 Eat My Words 的创始人亚历山德拉·沃特金斯 (Alexandra Watkins) 是知名的品牌名称专家。她是纳斯达克创业中心的常驻作家，也是美国运通赞助的“让我的百万美元商业计划”的获胜者。她经常被媒体引用，并出现在包括《华尔街日报》和《企业家》在内的主要商业出版物中。她是斯坦福大学商学院、伯克利哈斯商学院、南佛罗里达大学管理学院和其他 MBA 项目的受欢迎的客座讲师。她最近受邀在著名的麻省理工学院媒体实验室发表演讲，该实验室是 Eat My Words 的客户。
   About the Author
   Founder of naming firm Eat My Words, Alexandra Watkins is a recognized expert on brand names with buzz. She is a Nasdaq Entrepreneurial Center Author in Residence and a winner of the Make Mine a Million $ Business program sponsored by American Express. She is frequently quoted in the press and has been featured in leading business publications including the Wall Street Journal, Inc., and Entrepreneur. She is a popular guest lecturer at the Stanford Graduate School of Business, Berkeley's Haas School of Business, USF School of Management, and other MBA programs. She was most recently invited to speak at the prestigious MIT Media Lab, which is a client of Eat My Words.
2. 网络资源。
   http://www.brandvista.com/2018/05/2018-5-8/
   https://www.musebond.com/guidance/5.html