As a CEO, as a marketing manager, you know why you are building the company. You know what your belief is to make a dent in the universe, and before we’ll look into how others do it, let’s define the “who” you are talking to: You talk to the people that care about the same things you do. Not your entire market, not all the people that could use your product—you talk to the people that believe in the same things you do and are in need of a better and easier-to-use or time-saving product.

Only caring about your belief, making sure *you* know why you woke up with enthusiasm rushing to work this morning is actually the easiest way. You will more easily appeal to the market share that has experienced the same pain points and feels the same way you do.

What’s a good indicator to check if you got your mission right?

When you read your statement, does it touch you? Not necessarily: could it touch others? Does it sound serious? Does it make you marginally afraid? That ensures it’s bold enough and that it includes a bigger vision. State your belief, the task you’re conquering. How would it read in an encyclopedia in 30 years? “Sofia Ranjini, the founder of Nature Prime Care, laid the ground stones for having the healthiest families living in the US.”

Brian Cowie is not talking to everyone who could use a stack of printing paper, he’s laying out what he believes in and if you happen to believe the same, you will quote him telling your office manager next time he puts in an order:

“As founder of The Paper Mill Store, I believe that environmental responsibility is a multifaceted effort, […] As a long-time paper company executive, I take environmental and sustainability issues seriously, and I am personally very proud of our industry’s (and our) voluntary efforts to make more environmentally responsible choices and to make real substantiated changes in our collective business practices. I hope you find the information on sustainable paper helpful, and I wish you the very best in pursuing your own environmental goals.”
–Brian Cowie, C.E.O. and Founder

The Paper Mill Store is not offering the best price, they’re not offering the biggest selection on paper, they only care about sustainable paper to create a world where the kids of his kids are able to live a healthy life.

Burt’s Bees is looking for the greater good; if you believe in body products that are more than just about profit, but also about people and the planet, then, as a consumer, you’ll buy their products:

“Most companies look out for the bottom line. We do, too. In fact, we have a triple bottom line: people, profit, planet. You can’t have one without the other two. So when we look after our own, we mean everybody: our employees, our customers, our families, ourselves. […] We practice what we preach—and we hope to set the example for others to follow. It’s called The Greater Good. And it’s how we’re going to help change the world.”
–Burt’s Bees philosophy

Burt’s Bees is not about the trendiest products, not about generics or about products you can only find in selective stores.

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