Ford v Audi

Increasingly the Vision, Mission and Values statements are coming under close scrutiny by socially a aware public. In this illustration of ESP Creative Science, statements from websites of two of the biggest automotive manufacturers. Their VMV have been transcribed into ESP's bespoke software programme that identifies and scores defined language patterns and vocabularies.

As you may see from the analysis above, the software has identified and scored language patterns and vocabularies that we know from extensive research correlate with key aspects of gaining rapport, engaging with, persuading  and motivating an audience.

In these results, the Ford's VMV win hand down as they are constructed in a way that is more likely to convince, persuade and motivate people. That said, an important precursor to this is the extent to which rapport with the audience has been established. And the extent to which language constructions have been used that we know from clinical trials are better at activating a listener’s neurology.

From these results, ESP's linguistic analysis software predicts that the Ford Vision, Mission and Values would connect with more than the rather 'dry' Audi version.