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I have a confession.  I read Costco Connection.  Yes, that little magazine that comes in the mail if you are member of Costco.  When this house gets barren of reading material, I turn to this funny little magazine.  And, I’m always surprised to learn something interesting about business in there.  In February’s issue I learned all about the rebel bank, ING Direct.  This is such a neat company that for the last 10 years has encouraged people to save, not spend, which is the antithesis of doing business in this country.

The article shared ING’s 12-point constitution.  They have essentially taken their mission statement and fleshed it out into 12 points to enhance their mission.  The constitution defines a way by which all employees act to carry forth the company’s mission.  I LIKE THIS!

I’m adamant that business owners define their mission statement.  A mission statement is your touchstone for all decision-making.  It should embody the soul and purpose of your business.  And, what I love about writing a constitution, or a code, or a set of principles, is that it puts the mission statement into ACTION.  It gives a set of values to uphold and goals to achieve.

Here is ING Direct’s Orange Code:

  1. We are new here.  Every day is a new beginning, a new set of challenges, a chance to reinvent ourselves.
  2. Our mission is to help people take care of the wealth they make.  Money is the fruit of work, and saving it is fundamental to freedom.
  3. We will be fair.  Everyone will be treated equally here.
  4. We will constantly learn.  Every experience we have will make us wiser and better at what we do.
  5. We will change and adapt and dwell only in the present and in the future.  We are nourished by thinking about what can be done.
  6. We will listen; we will invent; we will simplify.  Our customers can make us better if we let them.  But we must first understand them.
  7. We will never stop asking why or why not.  Nothing can be sacred here except for our mission.
  8. We will create wealth for ourselves too, but we will do this by creating value.  Profit it proof that we are fulfilling our mission.
  9. We will tell the truth.  We can’t succeed without the trust of our customers.
  10. We will be for everyone.  To be our customer, people need only a dollar and the will to be independent.
  11. We aren’t conquerors – we are pioneers.  We are not here to destroy – we are here to create.  We have competitors, not enemies.  We came here to offer people a choice.
  12. We will never be finished.

Isn’t that cool?

This got me thinking of Starbucks.  We use them as a big example in The Simple Plan workshops.  (I think there is so much to learn from businesses OUTSIDE of our industry.)   I remember reading their guiding principles a while back… so I jumped onto their site.  Their mission is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”  And, here are the principles by which they live their mission:

  • Our Coffee
    It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done.
  • Our Partners
    We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.
  • Our Customers
    When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.
  • Our Stores
    When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.
  • Our Neighborhood
    Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business. We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.
  • Our Shareholders
    We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive.

Can you see how these principles align with everything that Starbucks does?  It aligns with the company’s mission, branding, service, product, and their bottom line.

What is your business constitution?  What are your guiding principles?  How are you going to express your values and your goals to your employees (current or future), your customers, your colleagues, the industry, and the world?