A leading bank, that was undergoing a period of change, came to us with a new corporate vision statement

This vision had been drafted at senior management level and was aiming to steer the company and its employees forward...

The Challenge

To use qualitative research to see what employees really thought about the new corporate vision statement

A statement built around the acronym - FOR PROFIT...

The Story

A corporate vision statement was seen as a positive step in itself

And most of the words from which the FOR PROFIT acronym had been built were seen as wholly appropriate and very motivating

Reveal the FOR PROFIT anagram, however, and staff views on the very concept of a vision statement took a downward turn

Suddenly even the least cynical of staff members felt de-motivated by the corporate vision statement and process

The Solution

To consider an inclusive alternative to FOR PROFIT that turned staff on rather than turned them off

...a mission statement that was inclusive and motivating and appropriate for the situation in which the bank found itself

S uccess

P artnership

I ntegrity

R ecognition

I nnovation

T raining

Feedback

Following our recommendations the SPIRIT anagram was adopted by the senior members of the bank...

...and it became the foundation for the new staff mission statement

...staff felt included and involved in the process as well as the final outcome

The project highlighted the way in which our work looks beyond telling a client whether something is good or bad or somewhere in between

We look to come up with solutions not just facts

Direction not just a snapshot of where we are now