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Creating the Organization of the Future – Part 1: Setting the Direction: Mission Vision and Purpose

Part 1 of the 3 part webinar series with Bernie Jaworski


Under periods of significant change, it is important to closely examine the foundations of the firm. “What business are we in?”, “What does the world look like when you have accomplished your mission?” and “Why do we exist?” as such existential questions. Answers to these questions may, at first glance, seem rather obvious. But as Drucker noted many years ago – “Actually, ‘what is our business?’ is almost always a difficult question which can be answered only after hard thinking and study. The answer is usually anything but obvious.” Indeed, he argued that the wrong answers to the questions were a major cause of business failure.

The answers to these questions are essential for any organization that wants compete in both the present and the future. This workshop will teach you how to think about these fundamental questions, and more importantly, how organizations can leverage these answers to set clear direction that transcends a particular historical period.



Bernie Jaworski

Bernie Jaworski is the Drucker Chair in Management and the Liberal Arts, which is named in honor of Peter Drucker, the founder of modern management and the namesake of the Drucker School. He is also an ISBM Distinguished Research Fellow, and AMA Marketing Fellow. Jaworski is the recipient of the three prominent Journal of Marketing awards – the Alpha Kappa Psi award which he received twice, the Maynard award, and the Sheth award. He also received the Converse award and Vijay Mahajan lifetime achievement award for contributions to marketing. His 2020 book on organic growth, written with Robert Lurie, received the Leonard Berry AMA book of the year award. His work is highly cited with over 49,000 citations as of March 2022. He has been voted MBA teacher of the year both at USC and Drucker. Jaworski comes to the Drucker School from the Switzerland-based IMD, a highly regarded international business school. Before working at IMD, Jaworski spent a decade as a senior partner of the Monitor Group, a global management consulting firm. During his Monitor career, he co-founded and co-led two global practice areas, the e-commerce practice, and the executive education unit. Among other activities, he was a senior team member of several significant multi-year corporate transformations for multinational clients in various sectors, notably pharmaceuticals, biotech, and medical devices. From 1996 to 1999, Jaworski served as the Jeanne and David Tappan Marketing Fellow and a tenured full professor of marketing at the University of Southern California. He has also served on the faculty at the University of Arizona and as a visiting professor at Harvard Business School as well as on the review boards of the Journal of Marketing and the Journal of Marketing Research. He is the co-author of four textbooks on e-commerce and has taught topics including leadership, corporate strategy, and service management.

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