Mission vs outcomes

Mom’s Organic Market’s mission is “to protect and restore the environment.”

It’s interesting they don’t say “to stop all pollution" or "to offset their carbon footprint by 50%.”

A mission is aspirational and actionable, but unlike a goal, flexible enough to guide long-term efforts.

And, because it’s not dependent on outside forces, Mom’s can stay true to its purpose even in the face of changing circumstances.

It’s not about what numbers they hit or what someone else didn’t do–it’s about the consistent, ongoing commitment to making a positive impact.