How I spent my June evenings or what I’ve been reading while you have been sleeping?

Being the forward thinker I like to consider myself, my bedside night table is littered with a number of books, written by academics abound, about 2012 as it relates to the future for all of us. I found The Mystery of 2012 the most captivating.

For those of you who are less in the know, 2012 marks the end of the Mayan Calendar, and some say that it could also mark the end of the world as we know it. Now before all of you go clicking to get off this page, let me tell you, this is not an Armageddon rant, though many academics go on and on about those possibilities and in fact, probabilities if things don’t change between now and 2012.

What was of most interest to me was the stance of a total shift in the general consciousness of all of the earth’s inhabitants. Now, this book was 450+ pages and this article is only bound to be 750 words, but so much of what I read led me to think about core values, core consciousness and core ideology…as it relates to self, business, community, politics, government and global issues. It got me thinking about Freakin’ Genius Marketing and our ideology and it should get you thinking about your company’s ideology too!

Does your business have a core ideology that you were instrumental in developing?

A core ideology is a shared understanding of an organization's “reason for being.” Why was it created in the first place? Of course, organizations are started to make a profit and provide a living for its founders and employees. But, there is so much more… there is something that each company does to contribute meaningful value to its customers, community, employees and, even society as a whole.

How is the world better because your business exists?

Clarifying a core ideology gets at your greater contribution to the world. Whose lives will be enriched because of your products and services? What global resources might be saved or worse, tapped? What are you adding to the eco-concern? Have you increased your personal carbon footprint at work today? Have you asked everyone on your staff to do the same without realizing it?

How would the world be worse if your business didn’t exist?

How does your very existence make a difference to the communities or society of which you’re a part and what if, in like the Scrooge film of yesteryear, you could envision a world without your business in it. What would be missed?

What are the driving principles on which you make day to day decisions?

A core ideology also has to do with the “character” of your organization. What are the most important guiding principles or values by which you want people to conduct themselves? In this sense, your core ideology is like a founding document, your “constitution” that teaches people what you believe and how you want to behave.

Do you have people working with you who align and think this way?

Your ideology is the foundation that helps you build your culture. A good ideology, well-executed, should shape attitudes, habits and behaviors of everyone within your company. Culture check on register 5? When was the last time you thought to consider the corporate culture as the essence of how the community sees you from the outside looking in?

Awareness: Once you have worked on documenting your core ideology, make the statement known to all employees and clients. Publish it on your website, in your newsletters, and communicate it multiple ways to your staff. Become more aware of your business' core ideology yourself. Make a commitment, take a stand, keep your word.

Discovering the core ideology of your business if you haven’t already done it

It's not novel and there is no rocket science here. There is no right or wrong way to discover your business' vision - it's a unique journey. You discover core ideology by looking inside. You can't fake it - it has to be authentic. It's not an intellectual exercise.

It is in discovering the core values we hold as individuals that provides unwavering guidance in our lives. It's equally as meaningful to your business and the people inside your business. The quest for the answer and what it stands for in your business is like the yellow brick road to greatness.

I am personally going to devote quite a bit of time to the effort of documenting the Freakin’ Genius Marketing core ideology over the next few months. I think it will help both me, my staff, and my business stand the test of time, most especially if that time involves a shift in consciousness to the greater global good on December 21, 2012.


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