Alsop’s Law Six: Compelling Vision (aka Pizza Surprise)

26 Apr

Most organizations spend precious time writing vision statements, but few hit the nail on the head. Ronald Alsop’s The 18 Immutable Laws of Corporate Reputation explores the connection between compelling vision and reputation in Law Six.

A vision statement should be aspirational, with a five to ten-year horizon. It should evoke an image of what can or will be, as a result of the work of a corporation or entity. As Alsop describes, there is a certain amount of poetry involved in setting visions, but the words must be jargon-free and substantively embody your organizational goals.

Interestingly, Alsop cites Domino‘s as one of the vision statements that’s pithy and on-target:

To be the best pizza delivery company in the world.

images-1A recent Deloitte paper compliments Domino’s vision and even states that “everyone is expected to know exactly how their job fits in to the company’s mission.” By now, everyone knows that at least two of the company’s employees were either unaware or didn’t bother to buy into it.

Here‘s an ABC story about the incident that has raised new questions about how companies can preserve their reputations despite employee faux pas via social media.

Domino’s took quick and decisive action in this situation, and they are to be praised. The company invested in a “listening post” so they could pay attention to social media that could damage their corporate reputation. Once the problem was identified and isolated in terms of location, their reaction was immediate and left nothing to chance. They closed the location, had everything sanitized and let go the two employees in question. The Domino’s spokesperson appeared on YouTube and commented head-on that the situation ran so counter to the company’s standards that it was downright distasteful.

Pizza surprise, indeed.

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