These are exciting times for NDC Technologies as we recently launched our new Vision, Purpose and Values statements. This marks an important turning point as we enter the next chapter of our company. For over 50 years, NDC Technologies has been a trusted partner to manufacturers around the world. It’s a rich heritage that we’re very proud of because it reflects the longevity and sustainability of the value we’ve been delivering to the marketplace.
We’re a world leader in a number of key markets. The impact of our precision measurement and control solutions can be seen everywhere. From the tasty foods we buy, to the packaging protecting products, to the medical tubing used for life-critical devices, and the cabling used for data communications, to name few, our solutions transform manufacturing businesses around the world and touch people’s lives.
Our new Vision, Purpose and Values statements reaffirm our commitment to excellence and lend even greater support to our long-standing passion for serving customers.
Let me introduce our new statements:
OUR VISION
Intelligence that transforms the world.
OUR PURPOSE
We solve complex problems for producers around the world using analytics and intelligent measurement and control technologies in a scalable, sustainable manner.
We are a culture committed to delivering the one thing our customers desire most – peace of mind.
OUR VALUES
- Be True
- Own It
- Aim High
Visit our website to read the full Vision, Purpose and Values descriptions.
An Explanation
I want to take a moment to explain some key words in our statements and how they reflect our passion and commitment to better serve customers. You’ll note in our Vision statement we use the word “Intelligence.” This is key in our Vision because we believe the future of industrial process measurement and the real value that NDC Technologies brings to customers is intelligence. Through our intelligent, connected measurement and control solutions, we help customers transform acquired process data into knowledge and knowledge into intelligence. That is, intelligence that enables our customers to enhance production processes, increase productivity, boost process efficiencies and deliver the highest quality products. We’re doing great things to transform manufacturing processes around the world.
In our Purpose statement, we mention the phrase “We solve complex problems…” We’re in the business of solving some incredibly complex problems. What we do is not trivial. It involves performing complex measurements at ultra-fast speeds with the highest precision, reliability and consistency.
We also emphasize the word “Peace of Mind” as the ultimate outcome for our customers. This communicates our customer-centered commitment. At the center of all we do, we are in business to deliver an exceptional experience to our customers.
It Was Quite a Journey
For those of you who have ever been involved with developing new Vision and Purpose (or Mission) statements for your company, you know it’s quite a process. Allow me to share our journey. First of all, it took five months to develop and refine our new statements. Early in the process, we engaged a local university with a graduate school of marketing to conduct a comprehensive brand engagement study. The primary focus of this study was to assess the value and equity of our brand in the marketplace. The university first performed a core competency analysis by interviewing and surveying a number of our company executives and employees to determine what we’re good at, how we differ from the competition and what value we bring to the marketplace.
The university then conducted external research by contacting a number of our customers to find out what our brand means to them. In the validation phase, the university found that our internal view of core competencies aligned well with the external view of customers. This was good news because our core competency is our defining strength from which our business will grow, seize upon new opportunities and deliver value to customers. In parallel with the university’s study, our company’s Rebranding Committee (which included our President, Marketing, HR and other team members) spent a great deal of time analyzing and distilling the new Vision and Purpose statements by asking some fundamental questions and stretching our thinking, such as:
- Where do we want to be?
- What do want to look like when we get there?
- What impact will we make?
The Rebranding Committee also conducted eight (8) focus group sessions with a range of company employees to test our Vision and Purpose statements against our own perspectives. The feedback was exceptionally positive. At this point, we knew we had winners and felt good that the rest of the company would rally around the new statements.
Soon after our focus group sessions, we captured short video comments from a number of focus group participants where they shared their thoughts and support for our new statements. Leading up to the launch of the new statements, we published a series of these videos and shared them with employees on our company’s intranet. As part of the build-up to the launch, we also sent emails to drive employees to watch the published videos. This helped to create “pre-launch” interest and excitement. And it worked.
What Does This All Mean to NDC Technologies and Our Customers?
Our new Vision, Purpose and Values statements are an integral part of our strategic plan. They closely align with where we’re going as a “customer-centered” organization which places a strong focus on delighting our customers at every touchpoint across our organization. This also means we'll rise to any challenge and do whatever it takes to help our valued customers. We’re OneNDC and passionately focused on our customer’s success.
Contact us today and find out how we can transform your world.