The Purpose Driven Business

Consider these mission statements:

“The happiest place on earth.” 

“A computer on every desk in every home.”

“We save people money so they can live better.”

“…give people the power to share and make the world more open and connected.” 

Your mission statement defines your purpose for being in business. Why another plumbing service? Another hair salon? Another coffee shop? Or another bakery?

Because you will be spending most of your time and energy building your business, it will become an expression and extension of yourself. It will be like raising a child. The outcome will reflect a lot about you and what you stand for.

My original intent for the bakery-café I started several years ago in San Leandro (now closed) was to introduce exquisite Filipino sweets to the mainstream dessert-loving American market. But I didn’t want it to be just another bakery-cafe. 

So I came up with the idea of offering cakes and pastries with highly customized and personalized designs. This became part of our mission statement: “exploring creative and fun ways of enjoying desserts.”

The mission statement is usually derived from what you have identified as the needs of your target market. Most customers buy desserts to indulge or to satisfy a sweet craving, or as gifts. Some women buy them to perk up awful moods or just for fun and entertainment. 

Especially in a very competitive environment, you should be able to identify what will make your customers think about your business first when they need or want your product or service. Is it because you make the best sandwich using organic ingredients? Or maybe because you make it easier for them to decide which perfume to buy?

Your mission statement guides your marketing strategy. Your daily operations revolve around it. Your employees and business partners work toward fulfilling it, one customer at a time. Your company’s image depends on it.

For the bakery-café mission of “exploring creative and fun ways of enjoying desserts,” we held chess tournaments, live band performances and Sweet Sixteen Saturdays where we let customers sample 16 different pastries and sweets.

We designed cakes and pastries according to how customers interpret fun and excitement through their hobbies and interests. We’ve sold Pokemon, Chess Board and Halloween cakes, to name a few.

How do you plan to attract your target customers, make them happy and keep them loyal? Write that down as your mission statement.

How is your business going to make your neighborhood—or the world—a better place?

Your mission will drive you to keep doing what you’re doing no matter what, so be very definite and specific about it.

Don’t be another cookie-cutter business. Competition is tougher if you’re just another plumbing service, hair salon, coffee shop or bakery.  Focus on your customers’ needs and wants as you formulate your mission statement.

Think creatively, express your mission clearly, and act accordingly.