More and more I gather evidence that the very core of a company is what I call the “Broad Thought”. The broad thought gives companies a sense of purpose. It is close to a religion. A beliefsystem. The Broad Thought influences the company culture and creates stability. The difference with a Mission Statement in my idea is that a Mission Statement is focussed on the functional excercise of the Broad Thought. An example of a Broad Thought is “Against Throwawayism” from Iittala

A well defined and effective Broad Thought has in my opinion a couple of characteristics:
1. It creates freedom to innovate(level of abstraction)
2. Not bound to function or form(so immaterial)
3. Emotionally charged(Fueled)
4. Passionately carried out by Top Management
5. Value focussed and not growth focussed
6. Defined from a serving(supporting) perspective
7. any ideas…?

The benefits of defining a Broad Thought are:
1. Bridges the gap between society and corporations
2. Offers roads to innovation (differentiation)
3. Creates room and guidance for CSR
4. Creates a subject for co-creation without the pressure of existing products

The biggest pitfall for a broad acceptance among employees of a Broad Thought is that it is communicated.. YOU SHOULD NOT COMMUNICATE THE BROAD THOUGHT… Here really comes to the big eye opener:

YOU SHOULD MAKE EMPLOYEES FEEL IT THROUGH EXPERIENCES..

More on the Broad Thought soon…