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Here’s A Good Example Of A Credo/Mission Statement (Johnson & Johnson)

I’ve been thinking about mission statements lately and I’m real impressed by Johnson & Johnson’s credo (they call it a corporate credo instead of mission statement).

I know J&J people, and they’re truly proud of their credo!

Why is a corporate credo important? Read this article on how it helped guide (and some argue save) J&J during the Johnson and Johnson Tylenol Crisis of 1972.

The Tylenol Crisis put J&J on the map as a leader in PR crisis management.

If you want a great book on credo and mission statement examples, try Say It And Live It by Patricia Jones and Larry Kahaner (the article above is excerpted from the book).

Say It And Live It includes credos and mission statements from such business leaders as UPS, IBM, Kellogg’s, Citicorp, Hallmark Cards, Reader’s Digest, Boeing, Southwest Airlines, UPS, Xerox and Ben & Jerry’s.

(note: You may also enjoy this list of My Favorite Vision Statements)

Oh, and I almost forgot, here’s J&J’s Credo:

We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality.

We must constantly strive to reduce our costs in order to maintain reasonable prices.
Customers’ o

rders must be serviced promptly and accurately. Our suppliers and distributors must have an opportunity to make a fair profit.

We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. They must have a sense of security in their jobs.

Compensation must be fair and adequate, and working conditions clean, orderly and safe. We must be mindful of ways to help our employees fulfill their family responsibilities.

Employees must feel free to make suggestions and complaints. There must be equal opportunity for employment, development and advancement for those qualified.

We must provide competent management, and their actions must be just and ethical.

We are responsible to the communities in which we live and work and to the world community as well. We must be good citizens – support good works and charities and bear our fair share of taxes. We must encourage civic improvements and better health and education.

We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.

Our final responsibility is to our stockholders. Business must make a sound profit. We must experiment with new ideas. Research must be carried on, innovative programs developed and mistakes paid for.

New equipment must be purchased, new facilities provided and new products launched. Reserves must be created to provide for adverse times. When we operate according to these principles, the stockholders should realize a fair return.

4 Comments

  • hangtownrose

    As a proud employee of Johnson & Johnson, I completely believe in the credo and everything it stands for. It’s a great company that really does stand behind its values- it’s not just lip service. Truly unusual and special.

  • Rob Kelly

    So good to hear that J&J is the “real deal” when it comes to the corporate credo.

  • Terry Tidwell

    “Our final responsibility is to our stockholders. Business must make a sound profit” You had me until this last statement. Cut some corners, deliver a slightly less than optimum product for our customers, I mean it’s really about lining the pockets of our investors.

  • JCJ

    Shareholders come last that is the point of the statement. You can’t be any further back then last. First come patients and their caretakers.