DONALD COOPER
Bringing Clarity To Your Corporate Vision
The Globe and Mail’s Harvey Schacter interviews business management, marketing, and service expert Donald Cooper for his thoughts on the importance of a clear corporate vision:
When Toronto-based consultant Donald Cooper runs a corporate workshop, he displays the company’s mission statement, vision statement, statement of values and statement of purpose – but he hides the label for each chunk of text. Then he asks the employees to identify which statement is which. Rarely do they get it right.
It’s an example of the big failing in the businesses that he tries to fix – a lack of clarity. “Businesses have no clarity about what they want to do and how to get there and how to behave along the way. Our first job is clarity,†Mr. Cooper said in an interview.
For the past seven years, he has worked to develop simple, practical, logical approaches – one-page templates, meant to be presented in clear language – that can help companies gain that clarity.