What’s Your Be Be Do?

You know those BS statements you see wherever you go? The stupid mission statements, lame values statements, and epically unimpressive purpose statements on posters all over your company walls? The really long ones with the convoluted sentences that were clearly written by a committee, each member of which had his own turf to defend? The ones that even your CEO can’t recite without reading off a teleprompter?

Tear them off your walls. Right now. Go ahead, I dare you.

That junk is so old school. So Industrial Age. So 20th Century. You’re better than that. Time to step into who you really are, as a leader, and as a company.

If you can’t tell people what your organization stands for in three words or fewer, it’s in bad trouble. Probably terminal trouble.

So fix it. Right now. Gather some of your work-friends and ask these three questions, in this order:

  1. What do we aspire to be, as an organization?
  2. What else do we want to be?
  3. What one thing do we want to do in the world?

This is your Be Be Do. In other words, fill in these blanks for your org:

  • Be _____
  • Be _____
  • Do _____

Three words. Done. If you need more, disband your friends and try again with some new ones.

In order to have any relevance, everyone inside and outside of your company – yes, even vendors, stockholders, governmental regulators, competitors… everyone – should be able to recite your Be Be Do with ease. This is what your company stands for. It’s why you exist, and it’s how you do your thing.

At our recent leadership summit, we came up with our Be Be Do for Switch and Shift. It’s…

  • Be Inspiring
  • Be Heretical
  • Do Good

We aspire to inspire. We aspire to stand as heretics against the old school doctrine of Industrial Age business-as-usual. And we aspire to always do Good, with a capital G. To do what is right, what is moral, regardless of what is expedient. It’s what we stand for. And that, we’re pretty sure, is why our community of purpose – our readers, and listeners, and viewers – keeps coming back, and brings their friends when they do.

What’s your organization’s Be Be Do?

…And while you’re at it, what’s your own? My own are the same as those we chose for Switch and Shift. Same for Shawn, Mark, and Beth. There’s no coincidence in that. It’s what makes our workday such a pleasure.

I’m curious if anyone else has this match between their company’s Be Be Do and their own. Let me know in the comments below?

Be Be Do℠  is a service mark of Switch and Shift.

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Copyright: swisshippo / 123RF Stock Photo

Ted Coiné is a Forbes Top 10 Social Media Power Influencer and an Inc. Top 100 Leadership and Management Expert. This stance at the crossroads of social and leadership put him in a unique perspective to identify the demise of Industrial Age management and the birth of the Social Age. The result, after five years of trend watching, interviewing and intensive research, is his latest book, A World Gone Social: How Companies Must Adapt to Survive, which he co-authored with Mark Babbitt. An inspirational speaker and popular blogger, Ted is a pioneer of the Human Side of Business (#humanbiz) movement. He is also a serial business founder and three-time CEO. When not speaking at conferences and corporate functions, Ted advises CEOs on how to become Truly Social Leaders, or “Blue Unicorns” as they put it in A World Gone Social, in order to bring their companies into the Social Age. Ted’s advice: “Change is only scary if it’s happening to you. Instead, bring the change your competitors dread. That is something only a Social Age business leader can accomplish.”

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