One morning Jim and I were chatting about the length of the vision statement, which was almost two pages long.
“It’s hard to remember all two pages,” Jim commented.
“Once you really understand it, you don’t have to come up with all the words,” I said. “You can create a rallying call. Do you recall the old commercials for Ford Motor Company when they were beginning to seriously compete with Japan?” I asked.
“I sure do,” he responded. “‘Quality Is Job One.’”
“I grew up in Michigan,” I continued, “so I’m very aware of the automotive industry. I was impressed with their rallying call. To most people ‘Quality Is Job One’ sounds like they’re saying, ‘Quality is the most important job.’ And they are. But it’s also a message that ...