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Henry Ford and Steve Jobs both famously asserted that they considered themselves better judges of what customers want and need than customers themselves — and many consultants might agree. Yet, increasingly companies (perhaps without the benefit of a visionary like Jobs or Ford) find themselves having to define their mission and then convince their vast array of stakeholders that it authentically embraces values and causes about which they care deeply.

It’s not an easy task, particularly as demographics such as millennials more and more make brand choices based on their social concerns. So why not engage them in the job of crafting at least part of the value statement your company embodies?