Most companies are shouting the same things: customer-focused, values-driven, people-first. If your competitors can say it too, it’s not a differentiator — it’s permission to play.
In this episode of The Way to Value, Marty Osborn and Dale Thrush break down the difference between permission-to-play statements and true unique value. We pressure-test mission statements, call out Buzzword Marketing, and share practical exercises to craft a rallying cry your team can remember and reward — not just frame on a wall. (Remember the moment when most folks couldn’t even recite their mission statement? Yeah, that.
Run this 10-minute test
Print your mission & values.
Highlight anything your competitors could say word-for-word → Permission to Play.
What’s left must be Specific, Memorable, Rewardable. Rewrite until it is.
Add a “How?” proof line under each (policy, behavior, or metric you’ll bonus against).
Links:
Book A Call: https://www.bydesignadvisors.com/contact-us
Learn More About Exit Strategy & Leadership – https://www.bydesignadvisors.com/cont...
Finding Significance by Marty Osborne – https://www.amazon.com/dp/B0DTQD79BH/
Take the DISC Assessment – https://profiles.innermetrix.com/VO/b...
Website: https://www.bydesignadvisors.com/
Dale's LinkedIn: https://www.linkedin.com/dalethrush
Marty's LinkedIn: https://www.linkedin.com/marty-osborn-78ba9b5
Tom's LinkedIn: https://www.linkedin.com/thomasrjohnson
No comments yet. Be the first to say something!