For the past several years the corporate world has given plenty of lip service to catchy, feel-good terms like philosophy, mission, vision and culture. Not that we haven't written some inspiring mission statements and exercised some interesting cultural changes; we have. And most of us (well, some of us anyway) enjoy using such esoteric terms. When practiced effectively, they advertise to staff and customers how very in touch we are with the pulse of our workplaces. Still, what were once fresh strategies for guiding us toward focused and purposeful business now seem tired and overused. With today's resurgence of "back to basics" thinking, perhaps now is precisely the right time to reconsider the merit of these ideals and to plan for acting upon them with unique and enthusiastic methodology.

In a marketplace where customers and employees are more savvy (and more demanding) than ever, opportunities are ever-present for supporting these ideals in creative, effective ways. Certainly, even a company's best-intentioned mission or vision lacks authority unless administered throughout a full spectrum of business context.

Vehicles for context are varied and may include:

• a thoughtful and concise description of a business' philosophy (often called a mission or vision statement);
• transference of the philosophy to verbal, written and posted collateral;
• staff training that inspires belief in and commitment to the corporate philosophy;
• creation of a meaningful, supportive, safe and culturally unique workplace environment.

This latter context, the development of a congruent working environment, often goes overlooked. When this happens, business owners miss a powerful opportunity for real expression of a company's commitment to both staff and customers.

Photo: A Children's Oncology Clinic Mission in Practice: a bright and joyful "play place" that invites children to experience their surroundings and to participate in their own healing.

Note: the word "customer" is used throughout this article to also identify "client" or "patient," as appropriate to a business' specific user group.