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"Let your social and environmental conscience be your guide" can be
a successful and durable strategy for a firm. This is the first
book to explain how following a vision for the earth and for
society can be a powerful route to profits for small and medium
sized companies. Companies on a Mission explains that
mission-driven companies appreciate and leverage traditional
strategic principles-with a twist-to win in the marketplace. By
clearly and pragmatically laying out this argument, author Michael
V. Russo crystallizes for enlightened businesses what Michael
Porter made clear for mainstream firms years ago. The book shows
that a mission-driven approach creates significant barriers to
imitation by larger, established rivals. Mission-driven firms build
their brands on authenticity. Only you are you. And, authenticity
builds customer loyalty. Later in the book, Russo moves beyond the
firm level to look at these companies in context. He finds, for
instance, that just as specific industries often develop in
geographic clusters, mission-driven companies also aggregate. But,
they put down roots where other businesses are pursuing
complementary goals. Portland and the Bay Area are two such
hotbeds. This allows for cooperation, as opposed to breeding stiff
competition. The rise to prominence of mission-driven companies
like Patagonia, Seventh Generation, Kettle Foods, and Calvert Group
is undoubtedly the result of powerful trends in consumer markets,
including the rise of conscious consumerism, the transparency
movement, and fallout from global competition. Most books that
address social and environmental issues are focused on large
corporations, crafted as autobiographies by CEOs, or written as
moral calls to action without regard for the bottom line. Companies
on a Mission both chronicles a movement and provides grounded
guidance to entrepreneurs and managers who wish to join the wave.
For these readers, this book is a one-of-a-kind bible.
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