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.
A Marketplace of Ideas 
Great story and a great example of how companies should look at themselves and their mission more closely and see what kind of company and brand they really have. Some may believe they are different but in the end they just might discover they are just another commodity company/brand in the market.