Mission Critical Defined
Under “Our Goal”, a key phrase is used: “mission critical in the client’s mind”. What exactly is “mission critical”? One might assume it to mean “very important”, but in fact that would be an incomplete definition at best.
So what does it mean?
The term “mission critical” comes originally from computing and means, “Activity, device, service, or system whose failure or disruption will result in the failure of business operations.”
An example in computing would be the shopping cart functionality on an online store, since if that functionality is not there, no business can be transacted. However, this idea extends far beyond computing. Just like for the online store and its shopping cart, for a steel mill (for example), water and a power supply have the same importance.
MISSION CRITICAL MEANS VITAL TO THE FUNCTIONING OF AN ORGANIZATION. SPECIFICALLY, THE ORGANIZATION IS UNABLE TO FUNCTION WITHOUT THAT WHICH IS MISSION CRITICAL.
Therefore, it is Richter’s goal to be of such a high value to our clients that their entire marketing and business development strategy revolves around Richter’s services. In such a circumstance there is no question about our ability to “re-sign” that client for more services or “selling” that client on Richter. Instead, we are firmly entrenched as a vital part of their team and an extension of their business. We are mission critical.