Your Vision and Mission
There is nothing more important or attractive in a personal brand than passion and dedication. Think of the people around you who are committed to excellence and make the effort to be excellent. They are typically charismatic people with valuable brands. One way to ignite your passion and establish your brand is to develop a personal vision and mission.
A personal vision is a big, bold goal that articulates your dreams and hopes for your career, reminding you of what you are trying to accomplish. It is a large, often unobtainable goal that inspires you, gives you energy, and directs your career choices. A doctor may have a vision of achieving a 100 percent error-free medicine or a pain-free world. An airline scheduler might have a vision of every plane being on time every day or a 100 percent safety record. My vision is for everyone in the world to have a job doing the work they love and earning the money they deserve. These are big, inspirational goals that give direction to work, fuel passion, and build personal brands. What is your vision for your career?
A mission statement is how you are going to achieve your vision. The doctor’s mission statement might be, “I am achieving an error-free medicine by developing medication tracking systems and protocols that enforce safety procedures and quality assurance routines.” My mission statement is, “I am developing innovative hiring procedures and helping employees discover and articulate their value in the employment marketplace.” How are you achieving your vision?
During interviews, it is powerful to tell the interviewer, “This is what I am about [vision], and here is how I achieve it [mission].” One of my young clients (25 years old), who has a passion for sports marketing, has established a goal of being recognized as the Top 40 Under 40 in sports marketing. He communicates this goal during interviews. Having a clear and powerful goal helps the hiring manager see how you fit the organization, it projects a valuable brand, it makes you more charismatic, and it answers the question, “Are you motivated for this job?”