PROJECT BRIEF:
The management of MTU Maintenance Hannover had ambitious plans: a new mission statement designed to shape the company’s culture for years to come. But how do you turn words on paper into something that is truly lived?
Our task: to bring the mission statement into people’s hearts.
Not a standard workshop, but a day full of energy and participation – ensuring that the mission statement is sustainably anchored in the organization and embraced at all levels.
OBJECTIVE:
The aim was to create a space in which employees – especially managers – could engage deeply with the mission statement and develop a personal connection to it. Managers were to take on a pioneering role and embody the mission statement in their daily work.
APPROACH:
Instead of a traditional workshop, we chose a format that was lively, interactive, and cross-functional. Our focus: to create an purpose-driven environment that offered space for reflection and exchange, combined with creative methods that made the mission statement tangible and experiential.
IMPLEMENTATION:
The kick-off took place in November 2024. In an inspiring setting, the management presented the mission statement to the core leadership team. We talked about change, commitment, and the courage to lead by example.
A highlight: “Keep the Fire Burning” – a symbolic ritual in which participants kept a fire alive for 24 hours. A guest lecture by the head of an emergency department sparked valuable discussions, emphasizing that cultural work requires care, responsibility, and passion.
The second phase focused on a roadshow for the extended leadership team: several one-day workshops for managers and supervisors. Besides the shared bus journey – including breakfast bags and a “school trip” atmosphere – all groups experienced an identical program designed to build a common understanding. Interactive elements included a World Café, the creation of motivation videos, team exercises, and exchange formats.
The chosen venue, Camp Reinsehlen, provided an environment – offering both space and calm for meaningful cultural dialogue.
CHALLENGES:
At the beginning, there was some uncertainty within management about whether the mission statement was the right change topic at that particular moment. Another challenge was posed by the logistical complexity of freeing-up a large number of managers from their daily operations at the same time.
The solution: short, intensive one-day workshops that balanced depth with feasibility.
RESULTS:
The new mission statement gained broad acceptance and was described by many participants as the “DNA of the company.” After just one day, numerous managers were able to identify with the content. A special highlight was the cross-departmental exchange – many took the opportunity to meet colleagues in person whom they had only known by phone or email before.
In summary, the atmosphere at the end of each workshop was motivated, inspired, full of energy, and marked by a clear vision to bring the mission statement to life in everyday work.
