Mission Statement Checkup: How’s Yours?

Mission statements should avoid vague and lofty turns of phrase like “transforms lives” or “provides hope” or “empowers wise choices”. All planning starts with a mission. From your mission statement flow your vision, your strategic goals, your management plan, interpretive plan, marketing plan… and all of the magical visitor experiences you live to facilitate. Without …

Slug crawling down wildlife sign

Branding Your Attraction: It Ain’t About The Logo

There’s no such thing as not having a brand. You have one, even as you read this. Branding is a vague and distasteful term. Particularly in the ecotourism and heritage sectors: nobody really wants to think of your cherished resource as a brand. So I’d like to establish what I mean by branding from the …

boat on calm water

Defining Your Values: Some Exercises

It takes time to become accustomed to values-based thinking. This is part two of a two-part article on organizational values in the heritage sector. Part one is here.  A values exercise is a way of defining your ethical approach to the prickly, unpleasant issues that are likely to rear their heads in the future. Your values …

bridge, paris

Organizational Values in the Heritage Sector

In the heritage sector, values and brand are ultimately one and the same. If your mission describes what you do as an organization, both your values and your brand describe how you do it. That may sound strange: brand and values sound like two very different areas of concern. But I’m going to suggest to …