Transcript Generated by AI 00:01 Mark Parkinson back with Park Place and we're continuing in our leadership series 00:06 and I'm really excited for today's session. 00:09 One of my favorite topics, which is how to create a mission 00:13 statement and a set of values. 00:16 Now let me start out by saying that what I'm going to tell you is not textbook. 00:20 If you read any business book, what they're going to tell you is that 00:24 the form an effective organization. 00:26 You need a mission statement. 00:28 You need a vision statement. 00:30 You needed ten values. 00:32 OK, here's the reason I think that's wrong. 00:35 I haven't encountered an organization yet where the people in the organization can 00:40 tell me their mission statement, their vision statement, and 10 values. 00:45 It may be out there, but that's just too many things. 00:48 It's hard enough to get a frontline worker to understand just a mission 00:53 statement. 00:54 It then becomes hard to get them to understand just a few values. 00:58 If you start adding a ton of stuff onto it, it all gets lost. 01:03 And this is not based upon me guessing this, it's based on experience. 01:06 At aka N Cal, we thought it was important to kind of 01:09 follow the textbook. 01:10 So we had 10 values. 01:13 About a year into what I went to our team and said, guys, I, 01:15 I don't remember our 10 values. 01:17 I can't cite them. 01:18 And if I can't cite them, it's a problem. 01:20 Well, that's common and it's not unusual. 01:23 And so I really think that the way to start is what can we do? 01:28 We're not just, you know, checking a box. 01:31 What can we do? 01:32 So that actually lives in the organizations. 01:34 And my belief is that accepting very odd, unusual situations, 01:39 a mission statement and three values is enough. 01:44 So that's my orientation. 01:46 So the first question is, is your mission statement any good? 01:51 That's what you have to ask yourself. 01:53 If you don't have a mission statement, you know you don't have to answer that 01:56 question. 01:57 We know that we've got to create one. 01:59 If you have a mission statement, you got to ask yourself, is it any good? 02:03 Most mission statements, frankly aren't. 02:05 They're usually too long and they usually aren't compelling. 02:10 An effective mission statement is short so it can be remembered and it's 02:16 compelling. 02:17 What do I mean by short? 02:19 I mean I'm talking like at most 8 to 10 words. 02:23 And even better if you can have an effective mission statement where it's 02:27 even fewer words than that. 02:29 Otherwise it's just not going to be remembered. 02:31 When I came to OCCA and Cal, OCCA and Cal had a mission statement, 02:35 but you could tell how it had been written by the board because it had 02:39 components in there for everybody. 02:41 For profit, not-for-profit, home health, assisted living, you name it. 02:46 This whole thing was like a a whole paragraph long. 02:50 I had our first all employee meeting and I asked the employees if anybody knew 02:53 their mission statement and no one did. 02:55 I went to the board meeting and I asked the board does anybody on the board know? 02:59 The mission said no one did. 03:01 So we started a process where we created a a new mission statement and it ended 03:05 being very short and and very effective. 03:08 Improving lives by delivering solutions for quality care. 03:12 Much shorter, but definitely said what we did. 03:16 So it's got to be short and it's got to be compelling. 03:19 What do I mean by compelling? 03:21 The idea of being a mission driven organization is to be driven by A cause 03:26 that's so important that you're willing to make any sacrifice that you need in 03:31 order to bring that mission to a reality. 03:35 The mission statement needs to be something where you could say to yourself, 03:39 you know what, I'll get up at 2:00 in the morning and go 03:42 in and fill that shift. 03:43 I'll stay an extra hour or two for a birthday party or an event for a resident 03:48 because I believe so much in our mission. 03:52 So you want to be short and you want to be compelling. 03:56 Fortunately, there are examples in our sector that 03:59 will give you an idea of, you know, what a compelling and relatively short 04:04 mission statement is. 04:06 So Marquis, and I'm talking about the West Coast, 04:09 Marquis Phil Fog's group has a beautiful mission statement helping people live the 04:14 best rest of their lives. 04:16 Helping people live the best rest of their lives that you can remember that 04:21 and it's compelling. 04:22 You're not just, you know, in there washing dishes as a dietary 04:25 person, you're not just cleaning the floors, 04:28 somebody in housekeeping. 04:29 You're helping people live the best rest of their lives. 04:32 Very compelling statement. 04:34 Prestige, and I'm talking about Bob Norcross's 04:36 Prestige. 04:37 There's about 10 different companies named Prestige. 04:39 I think they have the best mission statement in the sector. 04:42 Their mission statement is caring about the people we care for, 04:46 caring about the people we care for. 04:49 It's one thing to care for someone, to provide their basic needs. 04:53 It's a whole other thing to care about them where you then might take time to 04:58 hear their story or to go the extra mile for them. 05:01 Beautiful mission statement. 05:03 Mission health. 05:04 And there's a ton of mission health as well. 05:06 And I'm talking about Gary Kelso's mission health out in Utah. 05:10 They're a mission statement, enriching lives, inspiring hope, 05:14 enriching lines, inspiring here, beautiful mission statement. 05:18 So again, the idea is short, compelling, something that will motivate you and your 05:24 teams to action. 05:27 Now, in addition to developing a mission 05:29 statement, I do think it's important to develop some 05:31 values. 05:32 I don't think you necessarily have to do it right away. 05:35 If you're not mission driven with a mission statement right now, 05:38 you might want to just start out with a mission statement, 05:41 then maybe add a few values later on. 05:44 I think as I said before, the right number is 3. 05:47 I think you get beyond that. 05:48 It gets very challenging. 05:50 Now, there are some companies that have been 05:52 effective in having more than three values, 05:55 sometimes by tying them to a word like care. 05:58 NHC has done that, for example, where the C, the A, the R, 06:02 and the E each reflect one of their values. 06:06 But I would really encourage you to keep it relatively short. 06:11 So the action item for you to ask yourself is, first, 06:14 do we have a mission statement? 06:16 If not, let's get one. 06:18 Second, if we have one, is it any good? 06:21 And then third, do we have values? 06:23 And if not, how do we get them? 06:26 If you do need to make a change, I would encourage you to be as inclusive 06:30 as possible. 06:30 Don't just make this the sweet C-Suite team. 06:33 If you can figure out a way to involve people from the buildings in this, 06:39 that would be fantastic. 06:41 To make it a little bit easier, we have put together a document. 06:45 I put together a document where it just list what I think are some of the most 06:49 compelling mission statements that I've seen both in our sector and outside of 06:53 our sector. 06:54 I've also listed a whole bunch of different values that I've seen people 06:58 select over the years that seem to be effective. 07:02 You can get that list by sending an e-mail to editor@parkplacelive.com, 07:07 editor@parkplacelive.com, and we'll send that document on to you. 07:13 But again, if you don't have a mission statement or 07:15 if you have one that you're not happy with, 07:17 I really encourage you to take the time to do this. 07:20 It is a key component and not just your success, 07:23 but ultimately in the care that you provide to residents. 07:27 Now, this is the easy part, writing all this down. 07:32 The hard part is how do you turn your mission statement into action? 07:35 How do you actually turn into something that's creating great results for 07:39 employees and for residents? 07:41 And in the next leadership segment, we're going to talk about the strategies 07:45 that successful companies have used to make their mission statement real. 07:50 Thank you for joining me today and thank you for supporting Park Place. 07:54 Oh my God, if you're still watching this, this means that you watch the end of a 07:58 very long video on Park Place. 08:01 I'm not sure what that means. 08:02 It says something about you or maybe there was just nothing else to watch 08:06 today, or maybe your priorities are a little bit 08:08 off. 08:08 But whatever it is, we really appreciate your support. 08:11 And if you want to continue to follow us, follow us on LinkedIn, 08:15 on our various social media sites and, you know, 08:18 try to find something else to do.
