Recreating the white board from World Cafe.

Creating the IABC Vision, Purpose and Philosophy

What an incredible conversation we had at Leadership Institute about updating the IABC vision, purpose, philosophy and value proposition. Any time you look at change, you always expect push back – not spontaneous applause! I think we are all ready to have a statement that is our rally cry and that will keep us on track – at our chapters, regions and at international.

When we got home from Dallas, Sharon Hunter and I recreated the white board on my office wall. We took the time to go through each note and reflect on how it might change the message. It made us aware of a few things that we needed to keep in mind:

  • Remember who the audience is for each statement: Different statements have different target audiences. We need to keep that in mind as we incorporate all the comments and create the next draft.

For example, the vision statement is for us. That statement needs to set out our ultimate goal as an association so that professional communicators know, in a moment, what IABC is trying to accomplish. That is why the statement, “a professional communicator at the heart of every business,” resonated with so many members. It is what IABC is trying to accomplish

However, the value proposition is for our external audience – perhaps a fellow communicator about why they should join, or a business leader on why they should support our involvement. It definitely needs to include the business value and expected outcome. Great input.

  • Combine the mission and purpose statements: There was agreement that having both was redundant and since we are trying to simplify, we will combine these into one statement of purpose.
  • Business communicator vs. professional communicator: should we align with the name of the organization or The Global Standard that we support? Since we are trying to establish the business value of what we bring to the marketplace, it’s probably better to support The Global Standard – so “professional communicator” or “communication professional” will be the language used.
  • Review the statements as a whole. Each statement does not need to contain all the facts. However, as a group, they should reflect who we are as an association – and hopefully, start a new conversation.

We want a vision, purpose, philosophy and value proposition that resonates with our members and becomes our rally cry. The world café showed us that the three areas of our proposed purpose statement – advance the profession, create connections and develop professionals – work for chapters, regions and international. Now we need to work on the words around them.

We got clear feedback that “a force for good” does not resonant with our international audience. We took that to heart and the phrase is now on the cutting room floor (basically, my office floor).

Contributing at the World Cafe for IABC’s vision and purpose statements.

This has been an incredible experience – from getting your input in every region on the Listening Tour, to our hands-on work at Leadership Institute. Your voices are in our heads. We will continue to brainstorm, edit and tweak away. Good governance dictates that an association review these statements every three to five years, in conjunction with a new strategy cycle. So check back for updates posted here. Chapter delegates will vote on any changes at the Annual General  Meeting at World Conference in Washington D.C.

In the meantime, if you have an idea or suggestion, please send it to us, ginger@ziacommunications.com. We are updating these statements as part of our work to develop the next three-year strategy. Below is a chart that shows how all the pieces interconnect.

Recording ideas to take home.
Recording ideas to take home.

Together we can align the vision, purpose and philosophy statements so they guide our actions for the future, help us see the opportunities and ultimately, deliver enduring value to our community.

Together we can align the vision, purpose and philosophy statements so they guide our actions for the future, help us see the opportunities and ultimately, deliver enduring value to our community.

Thanks for all you do.

How Everything Fits

One thought on “Creating the IABC Vision, Purpose and Philosophy”

  1. I am incredibly excited about the proposed new Vision.

    It is forward-looking, clear and aspirational. Narrow enough to provide direction: Broad enough to allow flexibility across international programs and individual chapters.

    Thank you for your work on this important project, Ginger and Sharon!!

Leave a Reply

Your email address will not be published. Required fields are marked *