Can embracing a social mission, such as caring for the environment or giving back to local charities cause a distraction from making money? Is making money the only legitimate value of a company's worth?

Many economists have believed for decades that the sole purpose of a business was to turn a profit and if they were to embrace a social mission it would only distract them from their core function, therfore putting restraints on their resources and making them less competitive. This shortsighted ideology has left many consumers leery of who they conduct business with in an era where large corporations are synonymous with the term "greed" by many who feel that values and ethics are often compromised for the sake of a profit.

Recent studies have shown that more and more consumers are looking towards a company's values and commitments to society as part of their buying decision and will even switch from one brand to another competing brand if they are associated with a good cause. They are looking for more socially conscious businesses with a goal of more than just making a profit, they have a goal of making an impact on society, what we call "Mission-driven" businesses.

"Embracing a social mission delivers a message that your business is totally committed to your target market's best interests, not just their purchasing dollars. When you company supports a social cause that compliments the mission and purpose of your organization, you help your community while boosting employee morale and retention, strengthening relationships with your customers, clients, prospects and vendors. Steven Van Yoder

So what does it really mean to be a mission driven business? It is more than just selling a "green" product or providing a service that benefits the community. It is more than just having a passion to help eliminate hunger or to provide clean water to kids in Africa, as admirable as that is. It is about being able to integrate your mission and your values into your core business practices so that you can "enhance your company brand while making an authentic social impact" as Steven Van Yoder would say. If you are looking to create a more mission driven business here are a few tips:

Ask yourself the following questions:

Why do I do what I do? What mission am I out to achieve with my product or service?

What product/service does the community/world most need that my company is uniquely able to provide?
 

A mission-driven business can not solely succeed on the owners passion alone, there must be a need in the market place to drive the economic engine.

Create a company philosophy:

Start by creating a visible and known mission statement and guiding principles for your company and get buy in from your employees. Ask yourself:

What are my core values and my beliefs? Does my business conduct itself in such a way that reflect these values and principles? (an example, in my opinion, of a great mission statement is Starbucks)

In order to succeed you must play by a new set of rules.

Don't let the rules of society tell you that you can't do it. Believe in yourself and believe in your product/service.

Lead with your story-

"When you have a memorable story about who you are and what your mission is, your success no longer depends on how experienced you are or how many degrees you have or who you know." Blake Mycoskie TOMS shoes.

Get yourself noticed-

Seek out opportunities that allow you to tell your story in an non-confrontational way. Blake Mycoskie, founder of TOMS shoes, would often tell the story of how he would go out in public wearing two different colored shoes that he just created and every time someone would ask him why he was wearing two different types of shoes it was an opportunity to share his story and get his company noticed.

Never compromise your values for the sake of a profit.

Now don't get me wrong, there is nothing wrong with making a profit-as business owners we need to make a profit to pay our bills and to grow, but when you start compromising your values in order to make a profit, you will start to lose credibility and integrity with your clients, prospects, vendors and community.

Stay focused-"Be on a mission to achieve your mission."

Don't try to do too much at once and "save the world." Many people get so distracted with lobbying for a cause that they lose sight of growing their business. This can be detrimental to both you. Stay focused by taking small steps towards achieving your mission. Find a local charity that supports your cause and donate a part of your proceeds for one month to that charity or sponsor an event that charity is hosting.

"The giving component of TOMS makes our shoes more than a product. They are part of a story, a mission and a movement that anyone can join."
Blake Mycoski author of "Start Something that Matters"

  To learn more about Creating a Mission Driven Business: