DETERMINING OUR VISION AND MISSION

Within this document the following topics will be addressed:

1. VISION (MORE CREATIVE) – GENERAL THOUGHTS WILL BE PRESENTED

2. MISSION STATEMENT (MORE CONCRETE)- TWO ARTICLES WILL BE

PRESENTED

VISION

Quick notes

CONSUMER CENTERED- I.E. READER/VIEWER CENTER

WHAT DOES GUARDIAN MEDIA HOPE TO DO?

WHAT MAKES US/WHAT DRIVES US TO SERVE THE PEOPLE. WHAT DO WE WANT

TO ACHIEVE?

OUR IDEALS NEED TO STATE WHO WE ARE AND WHAT WE WILL DELIVER OR
STRIVE TO DELIVER TO OUR VIEWERS/READERS.

DO WE WANT TO EXPAND THEIR MINDS?

OFFER THEM AN ‘EXPERIENCE ABOVE NO OTHER’ WHEN THEY TUNE INTO OUR
MUSIC STATIONS, VIEW OUR TELEVISION STATION AND OPEN THE GUARDIAN.

DO WE WANT TO IMMERSE THEM IS A SEA OF WONDER AND JOYUL STIMULI AND

INFORMATION

IT ALL STARTS WITH THE CUSTOMER, AND MOVES FROM THERE. AS

VIEWERS/READERS WOULD AUTOMATICALLY BRING ADVERTISERS. WE WOULD
HAVE TO BEG LESS IN THAT CASE FOR ADVERTISEMENTS, YOU WOULD SEE THEM
FLOODING TO US.

IT CANNOT START WITH THE ADVERTISER, BUT OUR END CONSUMER.

Guardian media- empowering you with the information you need to reach higher.

Or simply ‘empowering you to reach higher’

Guardian media- more than just media… an attempt to achieve the elusive-
Perfection….. ours and yours.

Guardian Media Ltd- Attempting to make your days brighter

Guardian media- your ally/ partner in the struggle for life betterment

The Guardian - it’s not about the paper, but where it takes you. (have a picture of
the inside of a persons mind with areas lighting up to show that neurons are being
activated.)

What are some of the things that we care about in this country? (which will give
more substance to the above broad statement and which we can use to guide our
investment decisions and guide our promotional campaigns).

SEE FOLLOWING PAGE

 The usual The unsual/unique
CRIME LIFTING THE SPIRITS OF OUR
POPULATION
EDUCATION BEING A FRIEND THE CAN TURN TO
WHEN DAYS AREN’T SO GREAT
‘Life can be tough, we want to make
your days brighter’ – set us on your dial
95.1FM or
- Tune into us CNC3
ENVIRONMENT PERSONAL FULFILLMENT
PEOPLE

THE GUARDIAN MEDIA LAUNCH WILL BE GUIDED BY THESE VALUES WE HOLD

DEAR (LIKE THE ONES ABOVE) SO WHEN WE LAUNCH WE WILL BE SOMETHING
OF GREAT SUBSTANCE AND A FORCE TO BE RECKONED WITH.

NOTE: THIS SHOULD NOT JUST BE SOMETHING TO GET

VIEWERS/READERS/LISTERNERS BUT SOMETHING WE TRULY BELIEVE IN.

WE ARE A MASSIVE COMPANY, HOW DO WE WISH TO CHANGE THE LIVES OF

TRINIDADIANS AND TOBAGONIANS.

While vision statements and mission statements are very similar in nature, there is a fine point of
difference between the two documents. A mission statement is more concerned with the overall
aim of the business, a simple statement of the company’s reason for being. Often the statement
will include verbiage that makes a pledge to deliver a superior product or service to customers on
a consistent basis. From this perspective, a mission statement is about maintaining a certain
quality or attribute.

The vision statement, by contrast, is not about what the company currently is, but what the
company hopes to become. As an example, a vision statement may acknowledge that the
company already meets industry standards in customer support, while at the same time setting
goals for moving customer care to a higher level within a given time period.
The vision statement is a form of values statement. Value statements are simply an
acknowledgment of the inherent worth of the company and the products it produces. Value
statements are usually brief and to the point. In like manner, a vision statement also is intended
to be no more than a couple of sentences that clearly outline a specific goal of the company,
while not providing the details of how that goal will be reached. Thus, the vision statement
provides the direction for the company, while not inhibiting the development of the strategy that
will allow the company to reach that lofty goal.

Many different types of organizations operate with a vision statement. Along with businesses,
many faith based organizations, including religious denominations and individual congregations
find the drafting of a vision statement to be helpful. Not for profit organizations have also found
that a vision statement is a way of keeping everyone focused on an ultimate goal, even if there
may have to be some changes in operation. As a means of reaching toward the future, a properly
drafted vision statement can provide motivation and inspiration, without stifling creativity in
finding the way to the ultimate aim of the statement.

MISSION

ARTICLE #1

Developing a Mission Statement

A company mission statement can be a powerful force to clearly define your
company's purpose for existence. In the beginning, your company was formed to
accomplish something that did not exist in the marketplace, or to do a better job
than existing companies. What was that special purpose? Small companies seldom
take the time to discuss or write out their company mission, but they should. It will
pay measurable financial dividends over time.

The commitment to formulating a company mission can be critical to your

company's success. It helps keep management focused on preserving or
strengthening the company's unique competitive niche. It can also prevent panic
and unwise marketing or spending responses to meet an indirect thrust by
competitors into your market.

The most successful company missions are measurable, definable, and actionable
project statements with emotional appeal that everyone knows and can act upon.
For example, a mission to "be the best health-care provider in the world" for a
multi-national HMO organization sounds good. But a simple mission statement
from Honda — "beat GM!" — is better because it's a project statement that can be
measured every day by every employee. Mission statements can also affect
company strategies and tactics. If Honda Motors were to change its mission to
"Beat Toyota," different strategies would be called for, along with different
geographic tactics in sales, advertising, and distribution of cars.

How important is it to define your company's mission? Consider a famous U.S.

refrigerator manufacturer whose sales were growing only at the rate of new home-
building during the 1950s. They undertook a years-long project to define whether
they were in the business of building refrigerators to preserve food or in the
business of food preservation. They decided they were in the business of food
preservation, which got them eventually into new product and business areas such
as artificial atmospheres (e.g., nitrogen for fresh fruit preservation, freeze-drying
technologies) and increased their sales from hundreds of millions of dollars to
several billion dollars by the 1980s.

Creating a workable company mission. A "call to action" mission statement

provides key attributes that are often missing in other company mission statements:

 it elicits an emotional, motivational response in company employees

 it is easily understood and can be transferred into individual action every day
 it is a measurable, tangible goal
 it is firmly rooted in the competitive environment in which the company
operates

A company's mission statement is also influenced by:

 company history and traditions

 management preferences
 distinctive competencies of the company
  company resources
 competitive strengths and weaknesses

Mission statements can be difficult to write. Companies spend months and years
attempting to clearly define the best mission statement for current circumstances.
Companies that have a clear "vision," and management that can articulate it and
communicate it to all employees, have the basis for a call-to-action mission
statement.

A good mission statement provides vision and direction for the company for at
least 10 to 20 years and should not have to be revised every few years with
changes in the company's environment. But the company mission statement must
be revised if it is no longer appropriate or has lost significance or relevance.

ARTICLE # 2

Writing a Meaningful Mission Statement

Scores of business planning and strategic experts will state a mission statement is
mandatory for your company direction and fund raising. Other advisors suggest
writing a mission statement becomes a meaningless few sentences collecting dust
somewhere in your office. Is a personal and corporate mission statement necessary
for success in today's hostile business climate?

Do You Need A Mission Statement?

The answer depends on whether or not the mission statement you compose has
significant meaning to you, or is just another corporate exercise in futility. A
mission statement can guide your company in good times and bad. A meaningful
mission can act as a moral and corporate compass. It can help you make decisions
aligning with your values and goals.

Speaker and author, Laurie Beth Jones of "The Path: Creating Your Mission
Statement for Work and for Life" states, "It is the key to finding your path in life
and identifying the mission you choose to follow. Having a clearly articulated
mission statement gives one a template of purpose that can be used to initiate,
evaluate, and refine all of one's activities."

3 Keys to a Meaningful Mission Statement

 Pass the Mother Test: A mission statement must be a concise paragraph

describing what your company does and for whom. Show your mission to
your mother, if she does not understand it, start again.
 Self-Igniting: Your mission is for you and your business. It does not have to
be an earth moving statement. It can be whatever inspires you.
 Value Alignment: Forget the money. A meaningful mission goes beyond
the dollars and cents. If your small business is creative, focus your mission
on creativity. Try to be what your core competency is.

Sample Mission Statements:

The Elephant Sanctuary: "A Natural-Habitat Refuge Where Sick, Old and Needy
Elephants Can Once Again Walk The Earth In Peace and Dignity." One powerful
statement that evokes emotion and instant attachment to the cause of this
organization.

Sun Microsystems: "Solve complex network computing problems for

governments, enterprises, and service providers." A simple mission statement
identifying who their market is and what they do.

Ben & Jerry’s Ice Cream: A product mission stated as: "To make, distribute &
sell the finest quality all natural ice cream & euphoric concoctions with a
continued commitment to incorporating wholesome, natural ingredients and
promoting business practices that respect the Earth and the Environment." This
mission inspired Ben and Jerry to build a cause-related company.

Joe Boxer: "JOE BOXER is dedicated to bringing new and creative ideas to the
market place, both in our product offerings as well as our marketing events. We
will continue to develop our unique brand positioning, to maintain and grow our
solid brand recognition, and to adhere to high quality design standards. Because
everyone wants to have fun everyday, JOE BOXER will continue to offer
something for everyone with fun always in mind."

Each sample mission statement conveys the business founder's core beliefs and
values. Anyone who knows or has met, Nicholas Graham of Joe Boxer, knows his
company is about being zany and fun. What CEO would call himself the "Chief
Underpants Officer?" It is all about your mission expressed through your business.