Mission Identification
October 2024
Last update: 13 October 2024 7.00 PM
Create my own personal mission statement and identify what this means for my future career path.
Mission Identification
Introduction, values and goals.
Oct 17. 2024
- Short introduction of myself
- Short introduction about my current work situation
- List of what I value most
- Goals I strive towards
ABOUT ME
Always buzzing with ideas.
I’m Esther, 30 years old, and I’m someone who finds many things in life both interesting and enjoyable. This has perhaps made it particularly challenging for me to define a clear mission and vision. Every creative idea I have quickly turns into a business plan, but I’m not the most patient person and often struggle to choose between all my ideas. As a result, many of them don’t get off the ground (though I did successfully run my own marketing and design business for 1.5 years—so that’s something! Haha).
Every creative idea I have quickly turns into a business plan, but I’m not the most patient person and often struggle to choose between all my ideas.
When I was younger, I wanted to be a doctor, designer, or engineer. While many around me struggled to come up with just one career idea, I couldn’t make up my mind (This indecision even led to burnout in the past.), so I ended up following in the footsteps of my aunt, grandpa and mom (a designer/artist).
That’s why I now work at an agency where I get to collaborate with a wide variety of companies—this keeps things interesting and keeps me engaged!
I’m now driven by my passion for marketing and design, and I’m eager to add innovation and sustainability to that list because I believe I can make a bigger impact on the world than I’m currently doing.
CURRENT WORK SITUATION
Transforming companies from the inside out.
My partner and I, along with the owner and operational director of the recruitment agency where we previously set up the marketing department, have launched a new marketing agency. This initiative came from a combination of personal ambitions, positive feedback from other companies in the region on our marketing efforts for the recruitment agency, and a common challenge we observed in recruitment.
Many of our SME clients have been established for years, but struggle to attract young talent (Millennials and Gen Z). Their branding has received little attention in the past, and positioning was never a priority because business always came to them naturally.
Many of our SME clients have been established for years, but struggle to attract young talent
We challenge these companies to step out of their comfort zones and reposition themselves with clear core values. This process starts internally, where we work on building a strong foundation through their internal culture, which we then translate into a consistent and impactful external brand that resonates throughout everything they do.
We challenge these companies to step out of their comfort zones and reposition themselves with clear core values.
Our goal is to transform companies from the inside out, so that both current and future employees feel proud of their organization, while also enhancing their market position and revenue.
MY VALUES
Not judging prematurely, bring creativity and innovation to every project while staying transparant and focused on transformation.
To help defining my purpose I start with defining what I value most – as mentioned in milestone 2.
Innovation
I place great value on continually educating myself about the latest innovations in my field. I strive to consistently develop new and creative solutions that add value for clients and help transform the market.
Transparency
Honesty and openness are the foundation of my work. I value to communicate clearly and truthfully with my clients and partners.
Creativity
This is one of the qualitys about myself that I value most. I use creativity to develop unique marketing strategies that set me apart and make an impact.
Open-minded
I value open-mindedness as a key driver of creativity and growth. Too often, ideas are judged prematurely. By staying open to fresh ideas, I aim to foster creativity and push boundaries.
Quality
I am committed to delivering the highest level of quality in everything I do, from strategy to execution. I also highly value when my teammates strive for excellence in their deliverables.
Ethics
I always want to act with integrity and respect for ethical standards in all aspects of business operations and client relationships.
Transformation
I am committed to driving meaningful change, helping businesses grow and evolve from within. By challenging existing ideas and fostering growth, I guide companies to reach their full potential, ensuring success in a constantly changing market.
Impact
Creating impact is one of my core values, as it fuels my personal passion for meaningful work. I believe that every project should drive positive change, not just for immediate success but for lasting transformation.
GOALS
Building foundations for long-term success with innovation and purpose, bringing smiles along the way.
I want to add more value and be more than just someone who ‘makes pretty pictures.’ I strive to make a meaningful contribution that truly impacts businesses.
I tend to get bored quickly, which is why I’m eager to help a diverse range of companies make significant strides in innovation and communication. My goal is to guide them in staying relevant in a rapidly evolving world where not just jobs, but entire industries, are changing.
My goal is to guide them in staying relevant in a rapidly evolving world where not just jobs, but entire industries, are changing.
I want to bring the biggest smiles to people’s faces when they feel a bit lost in this ever-changing world. I aim to make them aware of their contributions and the possibilities for running their businesses responsible to create a positive impact across various industries and contribute to a better world.
Make business owners aware of their contributions and the possibilities for running their businesses responsible.
As a driving force behind a new marketing agency, I am dedicated to transforming companies from the inside out. I thrive on challenging organizations to rethink their mission and vision, helping them achieve meaningful growth. By strengthening both internal communication and external marketing, I aim to build a solid foundation for long-term success.
My goal is to remain forward-thinking and offer comprehensive solutions that enable companies to thrive for years to come. I want both employers and employees to move forward with confidence and pride, knowing they are on the right path.
INSPIRATION
Type of projects that I love.
To stay aligned with my goals, I’ve gathered a collection of inspiring case studies that motivate me and provide direction in achieving my objectives.
Although it can be difficult to find innovative cases within the SME sector, especially from companies still searching for clear brand values, these examples inspire me.
However, I blossom the most when I can take a project from 0% clue to 100% results!
A case from marketing agency FingerSpitz.
Nespresso: 14% more environmentally friendly by ordering in multiples of 50 capsules.
The case: how can we ensure that we make customers aware that by purchasing 50 or more items, they are contributing to reducing their environmental footprint, while also preventing the average number of sales from declining?
AI can contribute by providing personalized content, chatbot assistance, data-driven decision-making, and predictive analytics.
Reducing Overproduction, Demand Forecasting
Patagonia: predictive analytics for sustainable production
Patagonia implemented AI to more accurately predict the demand for their products. By using advanced analyses of sales data, trends, and even weather forecasts, the company was able to reduce overproduction and minimize waste.
Patagonia communicates their sustainable brand values clearly on their website and social media.
Visit website
Promoting Recycling, Consumer Behavior
Coca Cola: AI-Driven Recycling Incentives
Coca-Cola launched an AI-powered app that rewards users for recycling bottles. The app uses image recognition to identify recycled items and assigns points, which is part of their broader sustainability campaign.
These examples show how companies are innovatively using AI to achieve their sustainability goals and effectively communicate this in their marketing strategies.
Visit caseIdentify your Purpose
Oct 17. 2024
- The piece of writing is no longer than 250 words
- A theme, purpose or aspiration for one’s life is outlined
- The motivators to achieve goals are clearly described
- The reasons why the theme is personally relevant are outlined, including at least one personal story that underlines this
- Specific methods (e.g Hedgehog) were applied and the respective items, such as profit, purpose and proficiency are described
MY PURPOSE
Nothing brings me more fulfillment than seeing the joy on people’s faces as they regain their sense of direction and navigate an ever-changing world with renewed confidence and passion.
My Purpose
My purpose is to create a lasting impact by helping businesses and individuals find clarity and confidence by sharpening strategies and goals to make them visually clear and childishly simple. I know firsthand how frustrating it can be to feel stuck, especially in today’s fast-changing world. Early in my career, I witnessed myself and teams struggle with a lack of passion. By guiding people toward solutions focused on growth, I aim to spark a renewed sense of purpose. Seeing people regain control of their path and feel proud of their progress drives me to continue this work. It’s not just about business growth—it’s about human fulfillment.
My Ambition and Goal
I am committed to elevating our branding and marketing agency by focusing on meaningful transformation. My goal is to help companies grow from within, challenging them to rethink their mission and creating a strong foundation for future success. I aim to bring smiles to people’s faces when they feel lost, helping both employers and employees feel more confident in their direction. The joy of seeing teams blossom because of the work we implement motivates me to keep pushing forward.
My skills and method
By combining creativity with analytical thinking, I develop marketing strategies that align with core values. Using the Hedgehog concept, I focus on sustainable and profitable solutions that ensure long-term success. My approach blends creativity with data-driven insights to create future-proof strategies that benefit both companies and their people.
241 words
Create your personal mission statement
Oct 17. 2024
- A one sentence mission statement is included
- A paragraph of max 100 words is included, clearly explaining how one actively contributes as a responsible member of the global community through their mission.
A responsible member of the global community.
Integrating sustainable solutions into their core operations.
Through my mission of “Making SME companies future-proof,” I help businesses adopt innovative practices that drive growth and responsibility. By transforming companies from the inside out, I ensure they are not only profitable but also socially and ethically accountable.
By transforming companies from the inside out, I ensure that they are not only profitable but also responsible.
When companies incorporate sustainability into their mission, vision, and values, I assist in seamlessly integrating it while restoring passion within their brand and employer branding. This enables them to positively impact their employees, customers, and the broader community, building strong, resilient companies that contribute to a better future for everyone.
98 words
Feedback
Oct 17. 2024
- [For the capstone only] How the mission statement was modified based on the feedback received is outlined in a short reflection of 250 words max
- How the mission statement was publicly shared for feedback outside the ToU learning community is showcased (with links and screenshots)
- A piece of content connecting to finding one’s mission was shared publicly (i.e. a blogpost, podcast, social media post was created) and links/screenshots are provided
Feedback I received
Feedback I received on my purpose and mission statement.
I received feedback from fellow students at Tomorrow University through Slack by sending this website in the Mission Statement channel. I also requested input from a colleague through e-mail and an Adobe Acrobat PDF of the website where he added comments. Here are the comments I received:
Your purpose is clear and heartfelt, effectively communicating both personal and professional motivations. You do a great job of expressing empathy, addressing how feeling stuck impacts both individuals and teams, and positioning yourself as someone who helps others rediscover their passion and purpose.
ToU student
In my opinion, the phrase “helping businesses and individuals find clarity and confidence” is very strong but could be slightly more specific about how you guide them towards clarity and confidence.
ToU student
Your mission statement is clear and purpose-driven, focusing on sustainability and innovation for SMEs while emphasizing the human aspect behind businesses.
ToU student
Overall, it’s compelling, the only thing I can suggest is to be open to adapt the statement along your journey.
ToU student
The strive to make durable impact is something I miss in your values and it seems to be very important to you.
colleague
Refering to alinea 3 in goals: This alinea feels a bit vague. I don’t understand HOW you want to accomplish this by the work that you do. Missing the concrete link.
colleague
I’m missing the reference to ‘restoring passion’. It’s in capital in your mission, but in the explanation to how your mission connects to making an impact on the global community, you only focus on making the company future proof, while I think it’s not about the company itself, but about the people in and behind it.
colleague
Not only wanna give feedback on what’s not clear to me. I also want to compliment you on a beautiful document, that certainly reflects your personality in it.
colleague
Hi Esther, amazing job on you personal purpose. Also like the www approach, looks tidy and was enjoyable to read through + its responsive.
I also think it was great that you highlighted important sentences and made viewers read them again, great way to make us aware of what you want to point out.
It was an enjoyable read from top to bottom and it was well structured so i was able to follow along and know how you came to your purpose and mission (Restoring Passion).
ToU student
Hi Esther, I love your work. Everything on point and clear 🙂
ToU student
Really love your “inside out goal” Esther.
ToU student
Feedback modified
How my mission statement was modified based on the feedback I received.
I rephrased the section about how my mission connects to making a global impact. After discussing it with my colleague, we agreed that the original text didn’t fully capture my intentions.
I’ve now included that I aim to support companies when they want to embed sustainability into their core values. For example, last week we spoke with a client who wanted to clarify and strengthen their core values for their employees—one of which is sustainability. They aimed to ensure their team clearly understands these values and feels they are contributing to something greater. I want to dive deeper into this concept, making it so simple that these values are not only understood but genuinely felt and lived by everyone. I’ve tried to reflect this briefly in the revised text.
I also agreed that while ‘Impact’ was implied in my text, it wasn’t explicitly mentioned in my core values. To make it more complete and aligned, I’ve now added “Impact” to my core values.
I also revisited the third paragraph on goals, making some additions and deletions to clarify the message, so it’s easier to understand without needing to read the entire webpage.
Last feedback I revisited was clarifying the phrase “helping businesses and individuals find clarity and confidence”. I agree that it could be made more specific, so I added the how in a short sentence: ‘by sharpening strategies and goals and make them visually clear and childishly simple’.
To ensure my mission statement remains relevant and aligned with my evolving knowledge, I regularly revisit and refine it, keeping an open mind about potential adjustments as I gain new insights throughout my studies, which may shape or redirect my path.
170 words
Analyze company mission statements
Oct 17. 2024
- An analysis of 1 or more companies’ mission statement is included that reflects back to the personal mission (max 500 words)
Company Mission Analysis
A company that aligns with my mission: Wieden+Kennedy’s.
It wasn’t easy to find a company that truly aligns with all my values and one I feel a strong connection with. After doing some research and receiving guidance from ChatGPT and Perplexity, I discovered Wieden+Kennedy, a Dutch advertising agency that meets the following criteria in line with my mission:
- Focus on innovation and creativity
Creativity drives both missions. W+K’s bold, unconventional campaigns mirror my ambition to innovate with sustainable strategies that push boundaries. Whether it’s disruptive advertising or new marketing models, we both recognize the need for creative solutions in achieving business growth. - Commitment to transforming and growing businesses
Both W+K and I strive to help businesses evolve. While W+K focuses on external relationships, I concentrate on internal transformation—ensuring SMEs are not only resilient but sustainable in a changing world. Our shared goal is business growth and meaningful progress. - Emphasis on inspiring people and creating positive impact
W+K aims to create “provocative” relationships, just as I seek to inspire trust and passion in businesses. Both missions emphasize the importance of emotional impact in driving business success and creating lasting change.
Both missions emphasize the importance of emotional impact in driving business success and creating lasting change.
- Sustainability
When exploring this webpage, Wieden+Kennedy clearly outlines their commitment to sustainability, stating: ‘Wieden+Kennedy has chosen to lead by example, becoming the first global network* to earn B-Corp certification, a distinction that measures a company’s overall social and environmental impact, placing the agency in the company of brands like Patagonia and Ben & Jerry’s.
Wieden+Kennedy’s mission, “to create strong and provocative relationships between good companies and their customers”, strongly resonates with my own mission to future-proof SMEs through sustainable, innovative marketing strategies. Both missions are centered on growth and transformation, but our approaches have distinct nuances.
Both Wieden+Kennedy and I share a commitment to transformation, innovation, and emotional connection. By incorporating W+K’s boldness and simplicity into my mission, I can make it even more powerful and effective in communicating my vision. I can also explore the requirements for obtaining B-Corp certification, allowing me to work towards achieving it.
333 words
Company Mission Analysis
A company that focus on immediate results: ‘creativity that delivers’.
Finding a company that doesn’t fully align with my personal mission but still offers a strong reputation in the industry can be just as insightful. One such company is FCB Amsterdam, part of the global FCB network. Their mission and approach present an interesting contrast to my own values, particularly when it comes to the short-term versus long-term approach.
- Commitment to traditional advertising solutions
FCB Amsterdam takes pride in their traditional advertising competencies, such as digital marketing, shopper marketing, and CRM. These areas focus on engaging the consumer and delivering tangible business results, which is central to their work. In contrast, my mission is more focused on future-proofing businesses by integrating innovative strategies and sustainable practices into their core, rather than just generating immediate results.
My mission is more focused on future-proofing businesses.
- Immediate results driven
FCB Amsterdam’s “never finished” philosophy emphasizes continuous creative improvement. However, unlike my focus on future-proofing businesses, FCB prioritizes delivering strong, results-driven campaigns without a clear focus on sustainable innovation.
FCB Amsterdam presents a stark contrast to my personal mission. While I prioritize future-proofing businesses through sustainable innovation, FCB Amsterdam focuses on traditional advertising solutions that drive immediate, tangible business results. Their emphasis on digital marketing, shopper marketing, and CRM highlights a dedication to short-term impact, rather than long-term transformation.
This comparison reinforces the unique value of my approach while showcasing the importance of creativity and execution in traditional advertising strategies.
235 words
Self-reflection.
Oct 17. 2024
- Defining my strengths and improvements
SELF-REFLECTION
Identifying my strengths and areas for improvement.
By further identifying my strengths and areas for improvement, I aim to gain a clearer vision of where I stand in relation to my goals.
Strenghts
- Creative. I am strong in coming up with original, innovative, and creative ideas, which is valuable in marketing.
- Simplifying complex content. I am good at making complex information childishly simple, ensuring clear communication to clients and end users.
- Emotional intelligence. I am emotionally aware and can sense what’s going on, both within myself and others, which helps in client communication and within the team.
- Connecting the dots. I excel at identifying different aspects and bringing them together to create cohesive, meaningful solutions.
- Planning. I am skilled at organizing and structuring tasks, ensuring that projects are executed efficiently and meet their goals on time.
Improvements
- Tech and innovation. I want to further develop my skills in technology and innovation so that I can keep up with the times and offer my clients higher-quality solutions.
- Sustainability. Although I currently have limited knowledge of sustainability, I want to contribute more in this area and help my clients move towards sustainable solutions. For example, we currently have two clients—one in construction and one in the food industry—who aim to work sustainably and I would love to place an even greater focus on that.
- Reducing tension, stress and anxiety. I want to learn how to be less tense and to throw myself into challenging situations more often, so I can build confidence and reduce my stress levels. I want to react faster instead of only excelling when the tension is gone.
- Setting boundaries. I am already working on setting clearer boundaries, but this is an area where I want to continue growing.
- Letting go of perfection. I realize that I don’t always need to strive for perfection, and I want to continue developing myself to be able to let go of this. (One of the things that helped me burn-out before)
- Presenting in English. In Dutch, I have no problem standing on stage, but in English, it’s quite the opposite because I’m not yet as quick on my feet when it comes to that.Can’t rephrase 5 times when it comes to talking 😉