From Surviving To Thriving: The Role Of Mission In Business Success

By Cordia Harrington, CEO & founder of Crown Bakeries and C200 Member since 2000.

The primary factor that distinguishes a business that merely survives from one that truly thrives is the strength of its people—individuals who embody the company’s mission and purpose. Concrete metrics like revenue and profit are essential for evaluating business performance, but it is the organization’s mission—deeply intertwined with its culture—that genuinely inspires and motivates employees, who in turn create a long-lasting impact on the company’s success.

Our organization is guided by the principle to ‘Create Opportunities, Make a Difference, and Impact Lives.’ This mission not only resonates deeply with our associates but also strengthens our relationships with customers and suppliers, forming the cornerstone of our operations.

Our company has evolved significantly since it was founded in 1996 to serve a single customer, McDonald’s. Today, we proudly partner with over 2,000 recognized brands, including Trader Joe’s, Five Guys, Burger King, and Sam’s Club. Our commitment to our mission has empowered countless associates to achieve their professional goals and lead fulfilling lives. We take pride in having customers who appreciate our efforts to help them succeed, making a tangible difference in their own businesses.

The creation of our mission was a response to the evolving expectations of the workforce. Back in 1996, a decent salary was often enough to attract and retain talent, but since the early 2010s, we have seen a significant shift in employee priorities. According to Deloitte’s 2024 survey on Gen Z and millennials, “Nearly all Gen Zs and millennials want purpose-driven work, and they are not afraid to turn down work that doesn’t align with their values.”

Fostering a People-First Culture

Implementing our mission effectively requires a team-oriented approach that engages every level of the organization. Leaders across our company have embraced this mission because they were actively involved in its creation; it reflects their collective values and aspirations. When leaders feel personally connected to the mission, they are more motivated to put it into action in their daily interactions and decisions. This buy-in is critical for fostering a culture that prioritizes the long-term growth and development of our team members. Supporting this idea, a Harvard Business Review article has found that mission-driven organizations have higher levels of employee engagement and loyalty. ci

However, it can be challenging to maintain a people-first mindset in the manufacturing sector. The constant pressures of production—unexpected malfunctions, supply shortages, and the need to keep operations running—make it easy to overlook the importance of prioritizing our people. In moments of crisis, the financial losses loom large, and it takes conscious effort to keep our associates’ well-being at the forefront of our minds.

Creating Opportunities Through Actionable Strategies

To ensure that we uphold our mission, we focus on long-term priorities, such as nurturing a growth mindset and fostering a “yes, we can” attitude. One of the most effective strategies we’ve implemented is a formalized feedback process, ideally every 60 days. This ensures that every associate has a personal development plan, clarifying their career paths and the training required for their next roles.

Our HR managers maintain electronic records of each associate’s feedback, allowing for a quick assessment of progress. Plant leaders are held accountable for ensuring that every associate receives regular reviews and support.

We celebrate leaders who excel in developing new talent and recognize their role in helping others achieve their goals. A notable example is Nate, who began working with us fresh out of college. After receiving thorough training, he quickly moved up the ranks from Supervisor to Plant Manager. During our monthly “lunch and learn” sessions, where we discuss leadership books, Nate consistently showcased his ability to distill complex ideas into simple concepts.

His keen insights led us to suggest he consider law school. With the company’s support for his LSAT test fees, Nate excelled and went on to graduate at the top of his class from law school, all while continuing to work part-time with us. Today, he is a successful healthcare attorney and a partner in his firm—a testament to the culture of growth we strive to cultivate, even if it means losing a valued associate.

A Vision for the Future of Leadership

In a world that often emphasizes results over relationships, we must remember that “no one cares how much you know until they know how much you care.” This adage holds truth in leadership. When leaders prioritize genuine connections with their team members, they create an environment where individuals feel respected and valued. This sense of recognition fuels passion and enthusiasm, driving team members to invest their energy and creativity into their work.

As remote work and virtual meetings have become the norm, the fundamental need for respect and collaboration among coworkers is more important than ever. When colleagues genuinely connect, ideas can flow freely, encouraging innovation. When individuals feel comfortable sharing their insights and opinions, it leads to better problem-solving and decision-making.

To truly create an impact, the mission must be present in every part of the organization—its leadership, policies, and overall culture. A mission-driven approach to leadership is not just a statement; it is a commitment to creating opportunities and positively impacting lives. By implementing actionable strategies that prioritize people, foster growth, and cultivate strong relationships, organizations can create environments where everyone feels empowered to succeed and contribute to a greater purpose.

Cordia Harrington is the CEO and founder of Crown Bakeries, and the former Chair of the American Bakers Association Board of Directors and the Chief Executives Organization Board of Directors. Under her leadership, Crown Bakeries has earned several awards, including recognition as one of the 50 Fastest-Growing Women-Owned Businesses and Nashville Business Journal’s Best in Business Award. Ms. Harrington was named to Forbes’ list of 100 wealthiest self-made women in 2020, 2022, 2023, and 2024, and was honored with C200’s 2024 Luminary Award as an Entrepreneurial Champion