"Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion." –Jack Welch
If you’re looking to learn what it means to have a "corporate vision," then visit with The Morrell Group in Atlanta, Ga., because this is an organization that has made its vision the driving force throughout the company.
A company’s vision is commonly thought of as a document hanging on a wall by the front door or gracing the first page of the employee handbook. Neither of these methods of display are guaranteed to make a vision statement mean something to employees, however. After all, any sign hung on a wall or any words on the cover of an employee manual can be easily ignored, and they will likely be ignored unless the business is run in such a way that those words are reinforced on a daily basis.
Clearly, that is the case at The Morrell Group.
Before I went to Atlanta to meet with George Morrell and his employees, the company had sent me background information, marketing pieces and other informative materials. In one newsletter, Morrell wrote, "It seemed to me that a landscape management company should be capable of providing for its customers needs in every discipline pertaining to the landscape."
Obviously, developing into a full-service organization isn’t a revolutionary concept. But what is unique about this concept at The Morrell Group is how thoroughly his vision has penetrated this 150-employee organization.
Throughout my day-and-a-half visit with the company, I met with more than a dozen of his key employees representing nearly every facet of the business. At some point during each interview the employees talked about the company’s focus: taking care of all of the customer’s horticultural needs.
What makes this vision a success, however, is that these employees would follow this up by discussing the company’s strategy for accomplishing its vision: Acquire customers through landscape installation and landscape maintenance, provide exemplary regular service and introduce additional services to the customer. And, if satisfying the customer means increasing its service offerings, then that’s what the company does.
While there are certainly a number of business publications that hypothesize about how a vision gets off a piece of paper on a wall and into the life of an organization, meeting with George Morrell makes the answer obvious: Know what you want your company to do and be passionate about doing it to the best of your talents. And do this every day.
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