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There’s a quiet power in the business world that often goes unnoticed—a force that separates the good from the great, the transient from the timeless. It’s not capital, technology, or even talent. It’s mission.
Take Shopify, for instance. What started as a simple idea to sell snowboards online transformed into a global platform empowering millions of entrepreneurs.
Why?
Because Shopify wasn’t just about e-commerce; it was about making commerce better for everyone. Their mission wasn’t confined to their bottom line; it was about enabling others to achieve their dreams.
Companies with a clear, compelling mission don’t just compete—they win. And their victories are more profound than market share or quarterly earnings. They’re about making a tangible difference in people’s lives, reshaping industries, and challenging the status quo.
But here’s the kicker: pursuing a mission bigger than ourselves isn’t just good for business; it’s good for the soul.
I want you to notice one really interesting thing with the video I posted above.
On YouTube, you can stop and see the most replayed part of a video by hovering on the progress line.
For this particular video, that happens at the 7-minute and 28-second mark.
Take a second to watch this section. Notice the impact of the mission and its connection to Tobi Lutke's mission.
As Tobi Lutke says: "We don't want to be written into your stories. We just want to push it from behind".
This is fundamentally way bigger than Shopify. It's about the people who use Shopify to build the lives and opportunities they want.
It’s life-giving and fulfilling in ways that chasing profits alone can never match. When our work aligns with a greater purpose, every challenge becomes a stepping stone, every setback a lesson, and every success a shared triumph.
So why aren’t more of us embracing mission in what we do?
Perhaps it’s because articulating a mission feels lofty or out of reach. But it doesn’t have to be.
Start by asking: What impact do we want to have? How can we make a difference beyond our products or services?
Once you’ve nailed down your mission, make sure everyone else gets it too.
Your team should not only understand it but be able to shout it from the rooftops.
Your customers should feel it in every interaction, seeing how it adds value to their lives.
Your community should recognize the positive changes you’re bringing about.
This isn’t just corporate fluff. It’s about creating a ripple effect that starts within your organization and extends outward, touching every facet of your craft and community.
In the end, living and working with a mission isn’t just a strategy—it’s a better way to live. It’s about being part of something larger than ourselves, something that outlasts and outshines the daily grind. So let’s embrace mission, not just because it’s good for business, but because it’s good for us.
Let’s make our mark, not just in the markets but in the hearts and minds of those we serve.
What’s your mission?
Related: Aligning Your Narrative: The Key to Transforming Successful Firms