The people who are behind the counter at my favorite bakery (recently named Food and Wine’s best in the state), are as warm and welcoming, as pleasant and patient, as when there’s a literal line down the block as when I’m the only one in the shop.

I’ve observed this over and over again.

I’ve also noticed that when they hang their holiday pre-order signs on the walls, the last thing, down at the bottom, in bold, is this statement: We are honored to bake for you.

Think about that for a moment.


You think there’s a connection between the folks at the counter, the extraordinary product, and those words (what might be the equivalent of a mission statement)?

Your mission determines who you are, what you stand for, the quality of what you deliver, and what you strive to be as an organization.

Those words are defining.

And they are the engine for a line down the block.


For more on ways we can work together to assess your mission and vision and galvanize your people behind something that is true, compelling, and market-relevant, email me directly: