Make A Promise with Many Winners
“Patagonia is in business to save our home planet.” – Patagonia, December 2018
That’s one hell of a mission. Here’s why we love it:
1. It’s audacious. A mission should be a big deal. It shouldn’t be an incremental objective you expect to achieve next February. It’s the big, giant idea you can deliver to the world in your own unique way.
2. Everybody wins. No one cares if only a tiny group of shareholders or investors win. A mission is the embodiment of a big idea. Something bold and daring that you can uniquely deliver on. For everyone.
3. It’s relevant. Inspired missions don’t solve non-existent problems. They address real people and real needs. And we’re assuming most people are interested in saving the planet that’s conducive to human life.
Patagonia’s mission doesn’t say anything about selling jackets. But consumers don’t care about that, so they keep on buying them anyway.