This document contains an internal training course on defining a company's purpose, vision, mission and values. It provides examples from successful companies like Apple, Adidas, and Netflix. It also discusses what went wrong with companies like Blockbuster, Kodak, and Yahoo by failing to adapt their purpose and strategy to changes in technology and customer needs. The document emphasizes the importance of having clear and consistent fundamentals defined to guide a company, and revisiting these regularly to ensure they still apply in a changing business environment.

1. Company
1
Purpose
Internal Training Course
Not for public use
Gen Shueh 2021

2. 2
Short, Mid, Long Term Goals
Short term
Mid term
Long term

3. 3
The Big Question
Be World Number 1
Create a super duper technology
Kill the competition
And then…?!?
Billions, Trillions of revenue as target

4. 4
The Big Question
Be World Number 1
Create a super duper technology
Kill the competition
Billions, Trillions of revenue as target
Simon thinks
otherwise

5. 5
Your greatest enemy is yourself
Your building can be high,
It can be glamorous…

6. 6
But how stable is it?

7. 7
1. Losing Track of Finances
2. Cash Flow Mistakes
3. Overvaluing Sales
4. Ineffective Business Operations
5. Hiring the Wrong People
6. Not Scaling Customer Service
7. Management Mistakes
8. Scaling Technology to Business Need
8 Dangers of Growing Your Business Too Fast
Accelerated growth can be just as dangerous as no growth at all.

8. 8
Defining the Company

9. 9
The Full Set
Purpose: Why your company or brand exists.
The Purpose Statement (WHY): Explains the
organization’s reason for existence. A company's
purpose is bigger than its product, service,
technology, charismatic leader, or team. It's the
idea of who we are as a company and why we
exist. As such, it should also drive your decisions
and actions.

10. 10
Vision: Where you want to get to by a specific
point in time in line with the purpose.
The Vision Statement (WHAT): A statement
is a statement of what the future looks like if
the organization is successful. It’s a statement
of where you as a company are headed. A
vision statement describes what the world will
look like if you achieve the mission that serves
your purpose.
The Full Set

11. 11
Mission: What bold moves do you need to take
to achieve the Vision.
The Mission Statement (HOW): How to
achieve the company Vision. How do we
define the objectives to measure whether
we’re making progress?
The Full Set

12. 12
Values: How you behave as a brand, what
behaviors and attitudes you display.
Positioning: How all of the above is
encapsulated to occupy a distinct place in
people’s minds.
The Full Set

13. 13
Let’s see some examples (1)
1. Apple (Steve Jobs) : “At Apple, we create tools for the mind that advance humankind.”
Apple (Tim Cook): “To empower creative exploration and self-expression.”
2. Adidas: “Through sport, we have the power to change lives.”
3. Lyft: “Improve people’s lives with the world’s best transportation.”
4. Red Bull: “To give wings to people and ideas.”
5. Ikea: “To create a better everyday life for the many people.”

14. 14
1. Zappos: “We deliver wow.”
2. Google: “To provide access to the world’s information in one click.”
3. Netflix: “To entertain the world.”
4. Amazon: “To be Earths most customer-centric company, to build a place where people can
come to find and discover anything they might want to buy online.”
5. Walmart: “To help people save money so they can live better.”
Let’s see some examples (2)

15. 15
1. Lego: “To inspire and develop the builders of tomorrow.”
2. SAP: “Help the world run better and improve people’s lives.”
3. Microsoft: “To empower every person and organization on this planet to achieve more.”
4. Airbnb: “We help people to belong anywhere.”
5. Tesla: “We exist to accelerate the planet’s transition to sustainable transport.”
Tesla Now: “We exist to accelerate the planet’s transition to sustainable energy.”
Let’s see some examples (3)

16. 16
Blockbuster Vision Statement: “At Blockbuster diversity means valuing difference. It’s a corporate
value that must be continually developed, embraced and incorporated into the way we do business.”
Blockbuster Mission Statement: “Our corporate mission is to provide our customers with the most
convenient access to media entertainment, including movies and game entertainment delivered through
multiple distribution channels such as our stores, by-mail, vending and kiosks, online and at home. We
believe Blockbuster offers customers a value-prices entertainment experience, combining the broad
depth of a specialty retailer with local neighborhood.”
Netflix Vision Statement: “To grow and become the best global entertainment distribution service,
licensing entertainment content around the world. Create markets that are accessible to filmmakers,
helping content creators around the world to find a global audience.”
Netflix Mission statement: “To become the world’s leading Internet subscription service for enjoying
movies on TV.”
What went wrong (1):

17. 17
Netflix has uses a subscription model, had no late fees, and let users enjoy all the movies
without any penalties does not need to leave home.
The customer-driven approach always wins.
Blockbuster thought customers wanted to walk into a store to pick up a movie and snacks.
It turns out, customers want to watch movies and eat snacks, but they don’t want to leave
their houses to rent the film.

18. 18
Fujifilm Vision Statement: Anchored by an open, fair and clear corporate culture and with leading-
edge, proprietary technologies, Fujifilm is determined to remain a leading company by boldly taking up
the challenge of developing new products and creating new value.
Fujifilm Mission Statement: We will use leading-edge, proprietary technologies to provide top-
quality products and services that contribute to the advancement of culture, science, technology and
industry, as well as improved health and environmental protection in society. Our overarching aim is to
help enhance the quality of life of people worldwide.
Kodak Vision Statement: To be the World Leader in Imaging.
Kodak Mission Statement: We will build a world-class, results-oriented, diverse culture based on our
six key values, through which we will grow more rapidly than our competitors by providing our
customers and consumers with solutions to capture, store, process, output, recognize and celebrate
achievement and communicate their images to people and machines anywhere, anyplace, and anytime.
We will derive our competitive advantage by offering our customers and consumers differentiated,
cost-effective solutions they want, when they want, and with flawless quality in our consumables,
hardware, systems, and services.
What went wrong (2):

19. 19
Kodak management’s inability to see digital photography as a disruptive technology, even as its
researchers extended the boundaries of the technology, would continue for decades.
The “bad” news was that digital photography had the potential capability to replace Kodak’s
established film based business. The “good” news was that it would take some time for that to occur
and that Kodak had roughly ten years to prepare for the transition. But little was done in the 10 years.
What Fujifilm did was go one step further than simply shift to digital photography from
analog. Instead, it leveraged its chemical expertise to pioneer new business fields.
A. Moved into digital X Ray and endoscopes.
B. Moved into LCD essential component (tac film = 70% market share)
C. Chemicals used into cosmetics and anti aging skincare

20. 20
Google’s vision statement: “To provide access to the world’s information in one click.”
Google’s mission statement: “To organize the world’s information and make it universally accessible
and useful.”
What went wrong (3):

21. 21
Yahoo: “?”
1996: offers a globally-branded Internet navigational service to information and entertainment on the Web.
1997: is a global Internet media company that offers a network of branded Web programming that serves millions
of users daily.
1998: is a global Internet media company that offers a branded network of comprehensive information,
communication and shopping services to millions of users daily.
1999: is a global Internet media company that offers a branded network of media, commerce, and
communication services to more than 100 million users worldwide.
2000: is a global Internet communications, commerce and media company that offers a comprehensive
branded network of services to more than 166 million individuals each month worldwide.
2002: is a leading provider of comprehensive online products and services to consumers and businesses
worldwide.
2002: is a leading provider of comprehensive online products and services to consumers and businesses worldwide
and is the No. 1 Internet brand globally.
Keeps changing into 2003, 2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011
So what the heck is Yahoo?
What went wrong (3):

22. 22
Changing with the times & trend

23. 23

24. 24

25. 25
Fundamentals are
NEEDED

26. 26
So…Let’s review Who we are again?
Next decade, why
are we existing
Structural
changes in the
next 3 years
Milestones for
The next 5 years
1 year planning
and kickoff

27. 27
Thank You