It can be argued that a corporate philosophy, value or mission statement can aid a company's ability to stand out and stand out from the competition. Furthermore, statements such as these can prove to be an effective means of improving employee performance and behavior (Seong, 2011). In the early 2000s, when Dell suffered a decline in market share, CEO Michael Dell turned to The Soul of Dell as a way to repair the company culture and regain a stronghold in the industry. Dell's philosophical statement was created in the hope that it would transform the existing incentive-oriented culture into one that adhered to the company's new core standards and principles. Unfortunately, as Dell would discover, the company's vision for improvement failed to impress employees. Setting Standards The intention of The Soul of Dell was to provide employees with a road map from which to operate. Acting as a guide, the philosophical statement helps employees understand how their behavior contributes to the company's success. Additionally, a solid statement serves as the backbone for the overall functioning of the organization and provides both employees and management with the direction needed to achieve company goals. While this was the purpose of The Soul of Dell, management found that the statement was failing to reach and resonate with employees. Unknowingly, it was those who created The Soul of Dell who inadvertently contributed to the disconnect when they did not take into consideration the views and opinions of constituents connected to the company. To compensate, senior management should turn to individuals across the organization who can serve as a resource to identify existing strengths… midway through the document… and follow up. Additionally, clear, concise, and effective communication is required to effectively implement any new concept. You need to spend enough time to fully understand the best method to reach an audience. By ignoring this step, the message will likely just fall on deaf ears. Works Cited Barker, R., Gower, K. (2010) Strategic application of storytelling in organizations towards effective communication in a diverse world. Journal of Business Communication, 47(3), 295-312.Holem, C. (2008). Business Ethics - Part One: Is It Important? Industrial and Commercial Training, 40(5), 248-252. Laman, S. (2011). A tool for anyone. Quality Progress, 44(5), 72.Seong, J. (2011). The effects of high-performance work systems, entrepreneurship, and organizational culture on organizational performance. Seoul Business Journal, 17(1), 3-36.