Setting Your Mission– a Lesson from Ben and Jerry’s

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Authentic marketing evolves from knowing your mission from the beginning. Ben and Jerry’s is a fantastic example of this. When Ben and Jerry’s was founded they set forth a three part mission: product, economic, and social. Their mission has remained unchanged over the years, and that has played a huge role in their success. It is important to set a solid mission from the beginning in order to be more effective. If the mission constantly changes, your original hopes for the company and reason for establishing the company may get lost. Ben and Jerry’s three part mission is effective in that it narrows the mission, yet covers enough areas to allow it to remain relevant throughout the years.


“To make, distribute and sell the finest quality ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.”
Naturally, in the product section of the mission, your focus will be on the product (or the service if that is the type of business you are starting). When setting your mission for the product there are a few questions to ask. What problem does your product of service fix? What sets your product or service apart from the competition? When looking at Ben and Jerry’s we realize that the problem is a lack of ice cream that is both fine quality, and euphoric. What sets Ben and Jerry’s product apart from other products is they choose to fill this void using wholesome and natural ingredients. This mission has remained relevant through the years.


“To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.”
What value do you want your product or service to have, and who do you hope will experience the economic return in the long run? A business is nothing if they are not generating a profit.  In Ben and Jerry’s business they recognize the importance of stakeholders as well as employees, and they set out to return the time and money investments to these people. What are your realistic economic goals? Can they remain relevant and achievable for years to come?


“To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.”

Any business plays a role in either one, two, or many communities. What are your goals for your business in regards to the community. What needs are you planning to meet with your business, and how do you plan to meet these? How do you plan to improve lives with your own opportunities. This is an important question of business, and it should be somewhere in the base of your business mission from beginning to end.

A company’s mission is vital to the company’s success no matter how tedious this portion of a business plan may seem. It is important to decide on an achievable, but still challenging, mission from the beginning, and to stick with this mission through the company’s life. If you are struggling to establish your company’s mission let us help. Contact Us, and let Mars Hill Marketing assist you in establishing the right direction for your small business.


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