Recently I was meeting with an entrepreneur and he started talking about their mission. After five minutes on the mission it was clear he was serious and dedicated to building a mission-driven business. First, what’s a mission?
From How to Write a Perfect Mission Statement, here are a few examples:
- Ben & Jerry’s: Making the best possible ice cream, in the nicest possible way.
- Disney: To make people happy.
- Instagram: Capture and Share the World’s Moments.
- Amazon: To be the world’s most customer-centric company.
A mission is the core aspiration of the business. The best mission statements are short, inspiring, and memorable.
Here are a few ways to know if it’s a mission-driven startup:
- Employees talk about “we” and not “I”
- Everyone in the company can recite the mission
- The entrepreneur is constantly connecting the actions with the mission
- There’s a sense of focus and drive in the team members where it’s clear that it’s more than “just a job”
Look for the rare mission-driven startup. Mission-driven startups grow faster, achieve more, and make a bigger impact.
What else? What are some more thoughts on mission-driven startups?
David Cummings on Startups 
The mission always comes first. This easier said than done when its time for sacrifices to be made but it is the hallmark of a mission driven startup.
How about Ritz Carlton? – “Ladies and gentlemen serving ladies and gentlemen.”