Does your company have a mission statement or a value proposition that encompasses the core of what you do?

In skyscrapers everywhere, gorgeous bronze plaques adorn the walls of companies with words that are supposed to describe the essence of who those companies are, how they do what they do, and why they do it.

The problem is that most missions, values, and visions don’t match the day-to-day actions of the leadership and employees of the company. The reason is that most mission statements and value propositions are created based on what the company thinks the customer wants or expects to hear, and most actions that are intended to carry out those words are done so haphazardly.

How do your company’s actions build customer relationships beyond lip service—beyond the typical (and tired) assertion, “We provide a “wow” experience!”?