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  • Writer's pictureSamuel Monnie


Updated: Jul 2, 2020

My firm belief is that building up people ahead of the P&L leads to fulfilling work and business growth. That’s why the starting place for any marketing plan has to be the vision mission and values.

Yes, it may sound fluffy, but the case I make below is that you should see this as the guiding star, the center of attraction and the propelling force behind your marketing plan.


  • Thinking outside in: Ask yourself what do you want to stand for the in the world at large ? Then write a statement to tackle this. Define the positive impact on the customers, partners and the world, and yes when I say world - I mean the world (after all if you’re on the Internet your business is a global business).

  • Thinking inside out: You also need to think about the internal elements of the statement - and the internal stakeholders such as your employees and other critical internal partners.


  • It is the driving force, the lifeblood, the reason you exist. Its the consciousness that you live with and operate by. it’s short, it’s sharp, and to the point.


  • At the time of writing this, I’m working on a project where there's been an abundance of time spent sweating the words, evolving, crafting and polishing the values. Values are the words that link what you say - to what you do. Hence, values that are written down must become:

what you do

how you act

how you react

how you operate

how you respond

YOUR way of being

  • So, if you define “solidarity” as a value - this means standing up and speaking up for those in your community, your customers and consumers. It means actively joining the march, donating resources, and making time to be an ally in a physical, emotional and monetary way!


That’s why I reference Ben & Jerry’s as a gold standard in the space. Yes, Ben & Jerry’s is a brand that has purpose and social activism in its DNA. Hence, Ben & Jerry’s mission statement reads:

“Product Mission, Economic Mission and Social Mission. Central To The Mission Of Ben & Jerry's is the belief that all three parts must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part.”

Product mission

To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating nutritious, natural ingredients and promoting business practices that respect the Earth and the Environment.

Economic mission

To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.

Social mission

To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.

They have always been founded on the premise of mutual gain for employees, suppliers, and the communities they serve. Both of the white founders have openly acknowledged their privilege and have declared their ambition to ‘Dismantle White Supremacy’. They are speaking with voracity and clarity that most are afraid to. They are actively using their privilege to fight for a just cause, and yes they make delicious ice cream and dairy products as the functional brand offering!

The brand is subversive by inserting activism into a category driven by decadence. They allow you to protest via indulgence. Yes, they may be the lazy way to social activism - but they are darn effective, emotive and on the right side of history.


  1. Know the difference between vision and mission and values how to create them

  2. Leverage Insights and collaborate

  3. Craft a beautiful statement

  4. Communicate, communicate, communicate

  5. Have your Point of View

  6. Determine how you are going to measure this


Do the work, then leave it alone.

This is a journey that requires sweat, perseverance and commitment.

So when you have it. Leave it alone. If you don't have one in place, fight to do so.

If you do have one - fight to persuade and influence hearts and minds to change.

You will usually face resistance and you need to tackle that head on.

Embed it everywhere.No employee, customer, client, should be ignorant of it.

You should be eulogising this philosophy. Its all about what you do with it.

It provides rich areas to mine for content AND action.

Check for Understanding Clarify and repeat if needed…..

The example of Go MACRO (Snack and protein bar brand) comes to mind.

Do people get it and buy in to it?



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