On core values: Bruce Borup and the importance of mission and vision statements

Building a strategic framework

Both mission and vision statements have a similar purpose: to help company owners build a strategic framework on which all the operations within the business shall be founded. They only differ in what each specifically does to serve this purpose. A vision statement is created to signify the company’s ideals for the future; like a guiding star it should be unreasonable and unattainable.

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A mission statement defines the next step in achieving the organization's vision. It should be attainable, but still unreasonable. Avoid those carefully crafted mission statements that nobody cares about. A mission should be inspiring in order to be an effective strategic tool.

From Bruce Borup

Visit Bruce Borup’s LinkedIn profile for more information.

Surfing the Edge of Chaos: Dr. Bruce Borup on the parallels between nature and business

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Dr. Bruce Borup is a business executive who has more than 25 years of experience in a myriad of industries. He draws his business principles from experience and learning. The book Surfing the Edge of Chaos by Richard Pascale, Mark Millemann, and Linda Gioja serves as one of his most important business guides.


Surfing the Edge of Chaos uses scientific or biological patterns as the key “outline” for developing principles that will act as the philosophical foundation of businesses. Helpful for organizations of all sizes, the book presents key concepts that are necessary to expand the economic limits of businesses. It also documents the feats of established companies which have benefited from following the corporate principles created from natural patterns.

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The authors have unveiled business stories that contain depth and resonance that are absent in most of today’s reading materials. The book discusses how “complex adaptive systems” can be applied to actual human organizations.


Pascale, Millemann, and Gioja all have extensive experience in consulting with global companies, creating lead dialogues, and organizing national policy forums that discuss the various issues related to sustainable business endeavors. Their book highlights the nonstop battles between the forces of tradition and the forces of transformation.


Bruce Borup’s professional profile can be found at www.linkedin.com/in/bruceborup.