Over the years, I’ve observed complete bewilderment over two of the fundamental features of a company’s culture: its vision statement versus its mission statement. In browsing explanations from ...

Dave Foster is CEO of AvreaFoster, a brand and marketing agency that helps B2B companies use the power of their brand to grow business. In the beginning—before your business became a business—it was ...

Let’s call it what it is: organizational theater. Enormous time and energy go into crafting the perfect string of aspirational words, but rarely are those words embedded into actual behaviors, ...

Crafting clear mission and vision statements is critical to shaping company identity, motivating employees and guiding decision-making. A mission statement defines the current scope and purpose of the ...