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The Discipline of Mission

The Mission Discipline Is Key to Creating Emotional Connections

The Discipline of Mission is not what it sounds like. This discipline is not about mission statements that purportedly explain a company’s reason for being, like these:

PayPal: To build the Web’s most convenient, secure, cost-effective payment solution.

Intel: Delight our customers, employees, and shareholders by relentlessly delivering the platform, and technology advancements that become essential to the way we work and live.

Sony: To be a company that inspires and fulfills your curiosity.

Mission statements are often esoteric, future-orientated statements filled with feel-good platitudes with which few people will disagree. We believe that mission statements are of little use for a company that wants to add zeros.

Need the Discipline of Mission in Your Organization?

Examples of the Discipline of Mission in Action

Chick-fil-A

Chick-fil-A is an American fast-food restaurant chain specializing in chicken sandwiches. Headquartered in the Atlanta district of College Park, Georgia, since 1946, it is one of the largest family-owned businesses in America.

The Cathy family, which owns this company of over 2,000 restaurants, operates it based on Southern Baptist beliefs, closing on Sundays, Thanksgiving and Christmas Day. On its website, the company states its philosophy that “everybody’s job at Chick-fil-A is to serve: no matter our title or job description, our reason for coming to work is to generously share our time and talents. Whether it’s treating customers like friends, or serving our communities like neighbors, we believe kindness is a higher calling.”

And they practice what they preach. Chick-fil-A’s restaurant operators give away food year-round to those who need it most: local shelters and soup kitchens, to first responders and victims after a disaster. And they assist their own employees in achieving their higher education goals. Chick-fil-A employees are encouraged to volunteer on company time to pack meals for hungry children, tend to community gardens or help at food banks.

Chick-fil-A believes that working for them is about more than just serving chicken; it’s about having a positive impact in the local community.

Free Mission Resources

Want to learn more about the discipline of mission? Download white papers, read our blog. Explore these free resources, put these principles and practices to the test in your company. If you need more help, you can learn more about our services.

Free Resources

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partners in Buyer Legends, and authors of national bestsellers Call to Action and Waiting For Your Cat to Bark?

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