27.05.2024
Defining the mission of BCE: Empowering Success through Innovation and Collaboration
Let’s dive together into the process of defining the mission statement for BCE, highlighting the collaborative efforts of employees and management, guided by a smart framework developed by Rupert Younger, Director of the Oxford University Centre for Corporate Reputation.
Recognizing that employees possess firsthand insights into the values and culture of BCE, the company’s leadership created a diverse team representing various departments. This team, consisting of experienced individuals such as Lloyd Winandy, Danielle Linden, Ignacio Calvo Torrico, Sidney Malgras, Wided Guedria, Charline Mouffok and Laurent Seve, embarked on a mission to craft a mission statement and identify key values.
In addition to involving employees, BCE’s management, including Frédéric Fiévez and Christophe Goossens, played an essential role in the process. Their expertise and experience in marketing, business development, and media provided valuable insights, ensuring a comprehensive and well-rounded approach.
To ensure a structured and efficient process, the team sought the guidance of Rupert Younger. Rupert’s work on “Enacting Purpose Within the Modern Corporation” provided the team with a clear framework and methodology to define BCE’s mission statement. This framework focused on purpose, mission, values, and vision, forming the basis of the team’s brainstorming sessions.
Adhering to Rupert’s framework, the team concentrated on four core provocations: purpose, mission, values, and vision. These sessions allowed team members to collaborate, share ideas, and leverage their complementary expertise, resulting in the creation of clusters of ideas that eventually led to the final mission statement.
BCE’s Mission Statement team. From L to R: Lloyd Winandy, Charline Mouffok, Frédéric Fievez, Sidney Malgras, Wided Guédria, Ignacio Calvo Torrico, Danielle Linden, Laurent Seve.
“I’m glad I got the opportunity to work on this project. Working with this great, diverse team has made me realize that although some of us have completely different jobs, we share the same values throughout the company. Putting those values into words was no easy task, but it was an exciting one. I am grateful to have been part of this process and am pleased with the outcome.”
Danielle Linden
Graphics Designer at BCE.
During the mission statement crafting process, the team implemented a collaborative approach by splitting into pairs. This strategy was deliberately chosen to foster the development and calibration of energy and genuine complementarities within the team. This collaborative environment allowed for a comprehensive exploration of each aspect, leading to a wealth of diverse ideas.
As the brainstorming sessions progressed, the team began to identify common themes and clusters of ideas that emerged across the pairs. These clusters formed the foundation for further refinement and ultimately contributed to the creation of the final mission statement. By consolidating and synthesizing the ideas generated during these collaborative sessions, the team was able to distill the essence of BCE’s purpose, mission, values, and vision.
“Completing each principle brought us one step closer to defining what BCE represents today. We had to step back from each other’s proposals and remain objective. The collaboration was fruitful and together we were able to write BCE’s values. I am delighted that I was asked to join this team and that all employees have enthusiastically welcomed BCE’s new image.”
Sidney Malgras
UX Designer & Web Developer at BCE.
However, the team’s work did not end there. Rupert introduced an additional step of reconsideration. Drawing upon his expertise, he guided the team in questioning and reevaluating their previous work. Using the “Why What How” framework, the team critically examined the elements of their mission statement, seeking to refine and clarify their definitions.
By questioning the “Why” behind BCE’s purpose, the “What” encompassed by its mission, and the “How” driving its values and vision, the team gained deeper insights into the interconnectedness of these elements. This helped the team refine their mission statement and align it more precisely with BCE’s overarching goals and aspirations.
Watch the interview with Rupert Younger, Director of the Oxford University Centre for Corporate Reputation.
“I appreciate the opportunity to contribute to this project, gaining invaluable experiences. Collaborating with an exceptional and diverse team, previously unknown to me, has been thrilling. Sharing our diverse experiences and lives within BCE was exciting, and we came out that despite our distinct roles, we all share common values, which we expressed in various ways through our projects. Articulating these values presented a significant challenge, but we embraced it with enthusiasm, making the journey rewarding. Being part of this process has instilled in me a deep sense of gratitude and belonging.”
Wided Guédria
Project Manager at BCE.
“The BCE mission clearly defines the organization’s purpose. An amazing experience to work with cross-functional teams to define a clear mission, which is essential for any organization. Being able to be part of creating those BCE principles, it makes us accountable to ensure that we are being culturally set up for success. Noticeable positive team morale improvements as everyone feels valued and making a difference with BCE management to co-create the mission. Thankful to the BCE management for allowing me to be part of the Mission that brings meaning and purpose to all employees.”
Ignacio Calvo Torrico
IS & T Design and Project Manager at BCE.
The team then enriched the mission statement by providing clear examples that exemplified their purpose, mission, values, and vision. This exercise served to reinforce the team’s understanding of BCE’s core identity and enabled them to better articulate the essence of the company’s mission. Through this collaborative and iterative process, BCE’s mission statement took shape, encapsulating the company’s purpose, mission, values, and vision.
The mission statement reflects BCE’s dedication to its customers’ success, driven by intelligent systems and services. The company’s commitment to empowering global businesses and institutions is evident through the delivery of innovative solutions, seamless services integration, and the application of best-in-class digital expertise. Furthermore, BCE recognizes the significance of collaboration with its teams, customers, and partners to create market-leading solutions that contribute to a sustainable and secure technology world.
“The work done in pairs allowed for diverse perspectives to be synthesized and distilled into clusters of ideas, providing a strong foundation for the final mission statement.
I thank Rupert, whose guidance facilitated the reconsideration and refinement process, ensuring that the mission statement accurately reflects BCE’s identity and ambitions.
The result is a compelling and focused statement that embodies BCE’s commitment to empowering success, driving innovation, and contributing to a sustainable and secure technology world.”
Laurent Seve
Marketing & Communication Manager at BCE.
Defining a mission statement that captures the essence of a company’s purpose, values, and aspirations requires a collaborative effort that involves employees and management. By leveraging the diverse expertise of its employees, BCE successfully crafted a mission statement that reflects its commitment to customer success, innovation, and sustainability.
The incorporation of Rupert Younger’s framework provided the team with a structured approach to developing the mission statement, resulting in a clear and impactful message.
Moving forward, BCE is poised to embrace its new mission, driving growth, and delivering excellence in the ever-evolving technological landscape.
“Together we have reflected on the essentials of the company in order to set a basis for the future and beyond. In my eyes, it was a great collaboration that gave the team members the opportunity to express their vision and opinion without reservations.”
Lloyd Winandy
Concepts & Graphics manager at BCE.
“Defining this new mission statement for BCE has been a rewarding and empowering experience. Our collaboration with the different members resulted in the creation of a unique and impactful mission statement.
In fact, by working together we had the opportunity to elevate our collective voice, resulting in a mission statement and defined values that represent perfectly the working environment at BCE.”
Charline Mouffok
Marketing assistant at BCE.