What Do You Stand For?
Figure out your company’s vision—then write it down
WHEN I BECAME president of West Elm, the company had a narrow design vision. It was like that Henry Ford quote: “Any customer can have a car painted any color that he wants—so long as it is black.” Our mission was about having customers buy our style, not about reflecting theirs.
That had to change. It was my job to reinvigorate the
