“Jim Burke, CEO of Johnson & Johnson, estimated that he spent 40% of his time communicating the J&J Credo” – Jim Collins from Beyond Entrepreneurship

At some point you are going to have to hire someone, or even better, sell something.  Things change when that happens.  Up to that point, your dream, strategy, and purpose are safe inside your head and everyone there understands and embraces it.  What’s more, no one challenges it and it all makes sense.  As a Boy Scout, we opened every meeting by reciting the Scout Oath and the Scout Law.  It is to remind us of the values, ideals and the purpose of being a Boy Scout.  After a few decades, I still remember them clearly.

You can’t just write down your mission statement and be done with it.  The leader of the organization must constantly find ways of reinforcing the message with employees, customers, stakeholders and the general public.  It’s like the downbeat of the bass drum in dance music.  It’s the center; the reference point and it is constant.

J&J is a very successful company.  You should check out their credo: http://www.jnj.com/about-jnj/jnj-credo

40% of the CEO’s time…. must be important

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