When was the last time you talked about a sandwich shop that served toasted sandwiches? Or featured artisan breads? Or delivered freaky fast?
Those might make good advertising stories, but not particularly compelling stories to share with friends.
I share my sandwich shop’s story. It’s about a mission to feed each and every person who walks through its doors with dignity regardless of the customer’s means. I tell of Panera Bread’s community cafes where payment is optional and amount is discretionary.
How do they make money? What a cool company? How does that work? My friends get engaged in this story.
I like the food at Panera, but there are plenty of other good restaurants, choices. I would consider Panera to be a commodity if it weren’t for its mission. Instead, it’s where I go.
It’s the same for employees. Without a mission that engages them—that gives them a story they’re proud to share with friends—the company they work for is just a commodity until the next better job comes along. Those who feel part of a company’s mission are less likely to leave.
Find your mission, separate from profit, and you’ll attract a fan base that will elevate your company from just a commodity to a brand.
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