No matter your role, there is an underlying force and energizing theme that drives your company forward and creates excellence in what you do. I call it “the big idea.” What is your company’s? Does everyone know what it is? Can you tell by looking at your website what the big idea is?

For many, the answer is no. And company culture, employee engagement and revenue can suffer when not everyone is working from the same guiding principles. I have seen this work various ways. I have also seen how a restatement or positioning of a big idea can become a driving force and create a greater opportunity for the entire company. Here are some examples of big ideas at companies I have worked at.

Different Missions. My start in management with Hyatt Hotels set the groundwork for my career in staffing. Well known for providing first-class global accommodations and services to guests, Hyatt’s training emphasized “the Hyatt Touch”: be consistent in delivering promised accommodations and service plus a little extra — perhaps a favorite drink, snack or room choice.

This commitment to going above and beyond for guests set the stage for my experience in staffing — try to deliver above and beyond. Hyatt has drilled in the importance of the personal touch with handwritten notes, remembering return guest preferences, special events and ongoing attention to detail. I did my best to provide that personal touch, daily. Moving to staffing was easy as the level of personal connection and service delivery objectives between the two industries — hospitality and staffing — are very similar.

I entered the staffing industry with Norrell Services, whose big idea was that making candidates better (with onsite training) would make us better in sales and in reputation. It worked well.

The VMS/MSP industry was just getting started when I joined PrO Unlimited. PrO targeted large Fortune 1000 companies that were concerned with risk and vendor neutrality. The initial big idea was to become integral to its customers when it came to addressing risk — and the company backed that up with creative solutions that included former IRS auditors on staff to build credibility in combination with sales, service and operational delivery excellence.

SIA’s Big Idea. And now here I am at Staffing Industry Analysts, where staffing is at the heart of our business and we have designed our workforce solutions ecosystem to reflect that.

Our big idea is to provide information via objective research and editorial content, events and advisory services in the global staffing and workforce solutions arena. We are an independent research and advisory firm providing data and a community to the various audiences we serve. Staffing firms depend on us for relevant and accurate forecasts, operational metrics, legal insight, advice and events that inform and elevate their businesses.

Buyers of temporary labor look to us for strategy, solutions and guidance for their programs. Suppliers of process outsourcing, payrolling/compliance, talent acquisition technology and other workforce solutions trust SIA to create compelling research and content to draw interest to events they attend and sponsor. Being the “Global Advisor on Workforce Solutions” is more than a tagline to us; it is our Big Idea and it carries through our culture and commitment to excellence.

Find the driving force and big idea that propel your company forward in thought and action. Then create excellence in what you do. Identify your energizing theme and make sure everyone knows it. Create an environment and promote your big idea culturally so your company walks the walk and talks the talk every day. Check your website, make sure you can tell what the driving force and big ideas are to identify and drive excellence in your company.