Design Thinking for New Business Contexts by Yujia Huang & David Hands

Author:Yujia Huang & David Hands
Language: eng
Format: epub
ISBN: 9783030942069
Publisher: Springer International Publishing

6.2 Mission Impossible?

‘Values made visible’ is a perquisite for success, and design plays a fundamental role in that process. Design gives meaning and presence to the strategic ambitions of the company; for instance, BMW automotive are committed to the manufacture of high precision-engineered motor vehicles, where quality is embedded within every aspect of their vehicles development; design ensures this integrity is maintained and carefully communicated to their customers. In terms of service provision, The AirlineRatings.​com Airline Excellence Awards (2020) rated Air New Zealand, the Kiwi flag carrier the top spot due to inflight innovations, environmental leadership and staff motivation. Air New Zealand Acting Chief Executive Officer Jeff McDowall points out “winning the award for a record sixth time was a testament to the efforts of the airline’s 12,500 staff who were focused on delivering an excellent uniquely Kiwi experience to its customers every day”. (ibid.) This commitment to outstanding service delivery and celebrating New Zealand as a leading destination is at the heart of the company’s mission statement—“Enrich our country by connecting New Zealanders to each other and New Zealand to the world”. (Air New Zealand, 2021) This introduces us to the value and role of the company mission statement as a powerful tool to communicate strategic intent to all its stakeholders.

A concise mission statement can foster employee satisfaction and productivity in equal measure, as provides a strong sense of purpose, where they can focus of daily activities that will enable them to realise company related goals. During the 1990s, more than half of US businesses had some kind of mission or vision statement; this number doubled from ten years earlier. (Levering, 2000). Table 6.1 outlines a brief series of mission statements from some of the world’s leading brands.Table 6.1Mission statements from leading brands

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