If your mission statement doesn’t light a fire, toss it and try again. Some corporate missions inspire. Others, don’t. This slideshare will show you why mission statements matter internally as well as externally with real life examples from companies who do missions right.

1. If your mission statement doesn’t
light a fire, toss it and try again.
Some corporate missions inspire. Others, well, don’t. This slideshare will
show you why mission statements matter internally as well as externally
with real life examples from companies who do missions right.
I N S P I R I N G P E O P L E W I T H

2. A company mission statement doesn’t just declare what you do, but why you exist.
And understanding why you exist is even more important to employees than it is to
customers. Because when employees are drawn together by a meaningful purpose,
they work with passion and commitment customers can feel.
“Customers will never love a company
until the employees love it first.”
S I M O N S I N E K
Start With Why

3. A recent Towers Watson study shows employees who are recognized for accomplishments
in support of company values are 23% more likely to be engaged than employees who are
recognized for accomplishments not aligned with the corporate mission.
When achievements are connected to
company values, employee engagement soars.
N O 5 4%
Y E S ! 7 7 %
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80
60
40
20
0

4. Check out a few companies whose missions
bring the best out of their employees.

5. Life is Good empowers employees with three powerful
lines: “Life is not perfect. Life is not easy. Life is good.” As
these sentiments grew into a full-blown company, mail
began flying in from all around the world reminding Life Is
Good just how powerful optimism can be. The global Life
Is Good community continues to help co-create the
company into a worldwide force for good.
EXTRA LOVE
Life Is Good’s CEO created non-profit
programs to support the company’s
mission. #GrowTheGood initiative and
the Life is Good Kids Foundation page
were created to make sure the power of
positivity spreads everywhere.
“Spreading the power of optimism.”
L I F E I S G O O D

6. Patagonia remains faithful to a love of wild and beautiful
places. The company donates their time, services, and at
least 1% of sales to hundreds of environmental groups
around the world. Staying aligned to their core values for
thirty-plus years in business has created a company that
employees are proud to help run and work for.
EXTRA LOVE
During Black Friday sales in 2016,
Patagonia vowed to donate 100% of their
profits to environmental causes. Thinking
they would only get a couple million
dollars, the company was shocked to
discover they made over $10 million in
sales to donate!
“Build the best product, cause no unnecessary
harm, use business to inspire and implement
solutions to the environmental crisis.”
PATAG O N I A

7. In 2000 Jet Blue realigned their mission to “bring
humanity back to the skies” when they started noticing
a lack of compassion and human touch in the travel
experience. With help of crew members (employees)
they stay true to their mission through lovable marketing,
charitable partnerships, and influential programs. Jet
Blue’s goals continuously aim at “bettering the lives of
customers, crewmembers, and communities—and
inspiring others to do the same.”
EXTRA LOVE
Since 2011, JetBlue crew members have
logged 500,000 hours of volunteer
services through their Corporate Social
Responsibility program. Jet Blue serves
their communities through youth &
education programs, community
events, environmental causes, and
charitable giving.
“-to bring humanity back to air travel.”
J E T B L U E

8. Honest Tea’s mission reflects the openness of their product and company. In 2014, the
company paid $200,124 in the form of fair trade premiums for healthcare and education
initiatives. They even produce an online public Mission Report every year in an effort to be
“transparent about our business practices and live up to our mission to seek to create and
promote great-tasting, healthier, organic beverages.” They hide nothing in an effort to align
employees and consumers with their honest promise.
“We strive to grow our business with the same
honesty and integrity we use to craft our products,
with sustainability and great taste for all.”
H O N E S T T E A

9. The founders of Warby Parker were students when one of
them lost their glasses on a backpacking trip and needed a
new pair quickly and without breaking the bank. Today, Warby
Parker lives by the golden rule, “treat customers the way we’d
like to be treated.” With that they create a great product, in a
space where all employees can thrive and do good.
Check out more of their culture quirks: https://www.warbyparker.com/culture
EXTRA LOVE
Almost 1 billion people worldwide
(15% of the world’s population)
cannot effectively learn or work due
to a lack of access to glasses. Warby
Parker partners with non-profits to
ensure that with every pair of their
glasses sold, a pair is distributed to
someone in need.
“—founded with a rebellious spirit and a lofty
objective: to offer designer eyewear at a
revolutionary price, while leading the way for
socially-conscious businesses.”
WA R B Y PA R K E R

10. It’s never too late to give your
mission a makeover.
No matter your industry, it’s possible to think about the impact you make
(or could), the value you bring to the community or your customers, and
craft a rallying cry, a call to join your worthy cause. Doing so will invite your
employees to make a genuine contribution to something bigger than they
are, and learn to love what they do.

11. O.C. TANNER AND THE O.C. TANNER INSTITUTE
O.C.Tanner, number 61 on the 2016 FORTUNE 100 Best Companies to Work For®
list,
helps organizations create great work environments by inspiring and appreciating
great work. Thousands of clients globally use the company’s cloud-based technology,
tools, awards, and education services to engage talent, increase performance, drive
goals, and create experiences that fuel the human spirit. Learn more at octanner.com.
The O.C. Tanner Institute regularly commissions research and provides a global forum
for exchanging ideas about recognition, engagement, leadership, culture, human values,
and sound business principles.