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Every great company has an underlying purpose for everything that they do. It's what steers their decisions everyday, drives their employees to do their best, and creates a severely loyal fanbase. I'm not talking about the reason they started the business, but the reason they continue to show up everyday to be the best they can possibly be. I'm talking about their mission statement.
99% of the great companies you have heard of and buy from have a mission statement. It is usually between 1-3 sentences long and defines their purpose in the business world. Here are some examples of a few well known brands, and their mission statements:
Apple: To challenge the status quo. To think differently.
Coca Cola: To refresh the world and inspire moments of optimism and happiness.
Facebook: To give people the power to build community so that we can bring the world closer together.
Microsoft: To empower every person and organization on the planet to achieve more.
Harley-Davidson Motorcycles: To fulfill dreams of personal, All-american freedom.
Google: To organize the world's information and make it universally accessible and useful.
Disney: To create happiness for people of all ages, everywhere.
Tesla: To accelerate the world's transition to sustainable energy.
Starbucks: To inspire and nurture the human spirit - one person and one cup at a time.
Notice none of them mention about being the "best" at whatever they do. Trying to become the best is the prerequisite to building a large brand. All of these mission statements lay out a goal that is a much bigger picture to the products and services they provide.
So why do we do what we do? What is our mission statement?
"We want to be a brand who encourages and equips people and their dogs to explore and discover the outdoors."
Yes, we want to be the best antler chew company out there. But that is not our driving mission. We feel that our larger purpose is to try and reconnect people to the outdoors with their #1 companion. This doesn't have to be an endeavor all the way to Alaska. This could be a walk around your neighborhood park, or a trip to one of our nations many national parks.
Get outside, breathe some fresh air, and stretch your legs.