Mission Matters: 5 Ways to Help Your Team Feel Good About Doing Meaningful Work

Most companies define success in terms of sales, profit, and growth. Leaders base decisions on how it will affect the bottom line. At Hint Water, we execute with our mission (and not just money) in mind, and this has made all the difference. Being purpose-driven helps us stay focused, attract the best talent and keep our team motivated through all the ups and downs of growing a business.

At Hint, our goal is to create products that help people live healthier lives. Our wellness ethos has been our North Star throughout our company's growth. And by staying true to our values, we’ve become a more resilient company. What started as an idea to sell flavored water without artificial sweeteners has now expanded into other products, like sunscreens and soon-to-launch deodorant, free of harmful chemicals. 

At the end of the day, our team is passionate and focused on creating products that help people live better. And now, with the hectic holiday season in full swing, I’m grateful to be surrounded by such a caring, inspiring team that shares my vision for a healthier world. (Related: How to Find Your Life Purpose) 

Here are five things to consider while building a purpose-driven company. 

1. Know what problem you’re solving. 

What is your company’s reason for existence? I tell my employees that they need to know the “why” behind what they are doing. Figure out the exact problem that you’re solving for consumers, and don’t lose sight of it. You can launch new products and come up with different problems to solve, but the company’s ultimate mission must not waver. Our product addresses a considerable health concern: It encourages consumers to drink more water and cut out excess sugar and artificial sweeteners. Genuinely understanding the company’s purpose helps teams focus and builds commitment to the cause—not just the bottom line. 

2. Repeat your mission statement often. 

Working toward a higher cause helps you stay grounded and on track during the most hectic days. Studies show that purpose-driven companies attract and retain talent better. One study found that employees at mission-driven companiesare 54% more likely to stay for five years at their company and 30% more likely to grow into high performers than those who are only motivated only by the paycheck. 

Find ways to remind yourself and your team about your values and show them that they are moving the needle on the problems they are trying to solve. I underscore our mission by creating a wellness-forward workplace where people can bring their dogs, take time away from their desks to try a new workout class with teammates, or even schedule active meetings. (Related: Want to Avoid a Culture Crisis at Work? Communicate Better)

3. Understand that mission-building takes time. 

John Foraker, CEO of Once Upon a Farm, once told me that the first seven years are the most important when it comes to establishing a brand. That’s especially true when it comes to purpose-based companies. If you grow too fast, the consumer can’t keep up with you. Brands quickly fail if they don’t take the time to establish themselves in their mission correctly. So, trust the process and know that any problem worth solving won’t be fixed overnight. 

4. Pay attention to how your mission helps customers. 

Whenever I’m having a frantic day, I look at the comments or take a look at our company email inbox to see the stories that customers share about how our product has helped them lose weight as a family or manage a chronic condition by drinking more water. Every once in a while, I send a company blast with a message from a customer whose health has dramatically improved just by switching to Hint Water. It not only feels good to see how our product has changed lives, but it motivates everyone to keep going.

5. Share your story. 

While repeating and sharing your values helps leaders and teams stay inspired, you should share these stories with your consumers, too. Sixty-three percent of consumers say they prefer to purchase from purpose-driven companies, according to a recent Accenture study. They are loyal to brands that take political and social stands and treat their employees well. It’s a win-win for everyone: Employees and customers are hungry for companies to be mission-driven. Ultimately, sharing the same set of values helps you connect with your teams and consumers on a level that’s much deeper than simply selling a product.

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Kara Goldin is the founder and CEO of San Francisco–based hint, a healthy lifestyle brand that produces the leading unsweetened flavored water and a scented sunscreen spray that’s oxybenzone and paraben-free. She is also the founder of The Kara Network (TKN), an online resource for aspiring and thriving business-minded people. Listen to her podcast,Unstoppable, where she interviews founders, entrepreneurs, and disruptors across various industries and keep up with her on Twitter, Facebook, and Instagram.