In the book HumanSigma -- a very good read for marketers and managers, by the way -- Gallup data is presented revealing that only 14% of front-line employees can state their company's mission or vision. These are the employees that actually interact with customers, and they have no idea what their company stands for.

Do you think that's the case with Disney employees? In my observation, the Disney mission and culture and aesthetic is infused into every last cast member before they ever leave training. They know exactly what their company is about, and how they fit into it.

What's the percentage at your company? Do your people know what the business is all about?

If not, it could be that something has been lost in translation. Or just as likely, it could be that you need to take a step back and decide if you have ever established what your business is about.

Do that today. But while you're at it, go ahead and step back just a little further -- into the eyes and minds of your customers. That's where your mission and vision need to come from. Then you communicate it forward until every employee, customer-facing or not, catches the vision and radiates it.

Labels: branding, customer centered, employees, management, marketing, planning