Como accompanies mission statement process at FC St. Pauli

Competition for players, employees and fans in professional soccer has been intensifying and internationalizing for years. Recent developments also illustrate how club management and fans are becoming increasingly estranged in some clubs. At the same time, clubs have room for maneuver when it comes to non-monetary competitive factors such as identity or corporate culture. These can be strengthened through internal measures, provided the ability to change is given.
As part of the corporate culture, the values (or mission statement) of an association can create meaning and orientation for employees and form part of the external brand identity. It is essential that the values of an association are authentic and coherent across external presentation and inner life.
In 2019, Como Consult started a long term consultancy supporting the mission statement process of FC St. Pauli in an advisory role (February to October 2019). Como was commissioned to develop a process for revitalizing and anchoring the club’s values in daily activities at the office and all other locations and to implement it together with the club.

 

In order to create the broadest possible acceptance and commitment among the workforce, a participatory bottom-up approach was chosen for the mission statement process, which involved one-day workshops in all departments. The methodology was also designed to link the abstract level of values with day-to-day working life.

 

On the one hand, this methodical approach enabled employees to reflect together on the meaning and significance of the association’s values. On the other hand, it helped to reach agreements on how the values can be brought to life with concrete measures in day-to-day work and thus make an effective contribution to the association’s corporate culture. Among other things, measures were developed to improve internal processes and cross-departmental cooperation, aspects of sustainability and new approaches to problem solving.

 

As of today, Como Consult provides consultation with regard to the Club’s leadership guidelines and carries out corresponding leadership trainings.