When I joined Visa 14 months ago, I knew a lot about the company and our business. However, in the short time I have been at Visa, I have learned a lot more about our history and, most importantly, our 55-year legacy of sustained value.
As any one of the almost 10,000 employees at Visa will tell you, I am passionate about continuing our growth by connecting to the ideals of our founders. For Visa to be successful, their simple aspiration: “to be the best way to pay and be paid” needs to drive everything and everyone at Visa. Half a century later, we added three words to our goal: “for everyone, everywhere.”
The launch this weekend of “Everywhere you want to be” brings our new ideals into focus for all our stakeholders. It is an opportunity to chart a path for the future of the company by reconnecting to the most relevant and resonant elements of our past.
“Everywhere you want to be” is much more than a tagline or advertising slogan. It marks an important milestone in the evolution of Visa. Thirty years ago, “Everywhere” was a restaurant in the United States. Today, thanks to advances in mobile and high-speed Internet, “Everywhere” is a mobile money system in Rwanda, an e-commerce merchant in California or a government prepaid card system in Brazil. In other words, our journey to ensure “Everywhere” is available to “Everyone” is well under way.
To achieve our goal, though, we need to engage with all our stakeholders equally. Dee Hock called Visa an “enabling organization” that works most effectively when all the interests of all the participants are balanced. Our global business is made up of billion of cards, tens of millions of merchants and nearly 15,000 financial institution clients around the world. We value all these relationships and the role they play. We are working hard to deliver greater value to all partners and part of that is how we communicate with them.
For the first time in our history, we are using all the communications tools at our disposal to reach everyone – consumers, merchants, financial institutions ,employees, business partners and government officials – with a unified message tailored to them.
In the coming days and weeks, you will see the “Everywhere” platform come to life through Olympic advertising. Shortly after, we will be delivering “Everywhere” messages to our many audiences, through multiple channels, around the world.
I am very excited about today’s announcement. It’s an important new chapter in Visa’s history. I would like to thank everyone at Visa and beyond who helped bring this to life around the world.
Posted by: Charles Scharf, Chief Executive Officer, Visa Inc. on January 12, 2014 at 4:28 pm