Pop the hood on a NewCo, and you will inevitably find a purpose-fueled engine. These can be as broad as Google’s “Organize the world’s information,” or as precise as Best Bees’ “Expand bee populations.” As my colleague In “Does your Company Know Why It Exists,” John Battelle wrote that a corporate mission should speak to solving a real problem, and ultimately, making the world a better place. A good corporate mission situates a profit generating market opportunity within a nobler cause.
And missions can’t just be slogans. They must inspire engagement in their communities of employees, investors, and customers alike. NewCos walk the talk, and align their operations so as to accomplish their stated mission. When they do, the results are extraordinary.
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