[LINK] Purpose of Lyft

On Lyft’s mission:

Lyft was founded nearly six years ago with the mission to improve people's lives through the world's best transportation.

On vision:

Our vision was to reinvent cities around people, not cars. That vision originated with one of our cofounders, who spent his life in Los Angeles, sitting in traffic and thinking to himself, there has got to be a better way. Our other cofounder truly believed in hospitality and wanted to communicate with and connect people and communities. Together they determined as a human society, there had to be a better way to solve for a traffic pain points and the fact that people sit alone in their cars, travel great distances to work, release emissions and all the downsides of traffic today.

On the subject of Lyft, here are their core values:

  • Be Yourself.
  • Uplift Others.
  • Make It Happen.

Some links referring to their values:


Mission Statements Roundup


In a time of increasing automation, it’s our mission to keep human connection at the heart of commerce.


  • We are a mindful, transparent, and humane business.
  • We plan and build for the long term.
  • We value craftsmanship in all we make.
  • We believe fun should be part of everything we do.
  • We keep it real, always.


At Indeed, our mission is to help people get jobs.


Create value in a global marketplace where anyone can buy & sell.


  • Go Bold
  • All for One
  • Be Professional


Throughout our history we have been where the growth is, connecting customers to opportunities. We enable businesses to thrive and economies to prosper, helping people fulfil their hopes and dreams and realise their ambitions.


  • Dependable
  • Open to different ideas and cultures
  • Connected to customers, communities, regulators, and each other


To connect people through lending to alleviate poverty.

We envision a world where all people hold the power to create opportunity for themselves and others.


  • Transparency
  • Respect
  • Entrepreneurism
  • Accountability
  • Teamwork


Create a world that inspires human connection.


  • Be a Host
  • Champion the Mission
  • Be a Cereal Entrepreneur
  • Embrace the Adventure


Kickstarter’s mission is to help bring creative projects to life.


  • Transparency
  • Trust
  • Honesty


To give everyone the power to create and share ideas and information instantly without barriers.

We believe in free expression and think every voice has the power to impact the world.


Closing the distance - Our mission is to bring people, information and services closer together.


  • NEEDS. Understanding user needs unlocks everything.
  • SPEED. Survival of the fastest.
  • DETAIL. The devil is in the details.
  • DATA. Numbers don’t lie.
  • TEAMWORK. 1+1=11.
  • ENJOY. Pleasure makes perfect.


Our mission is to create an open financial system for the world.


  • Be the most trusted
  • Be the easiest to use


  • Clear communication
  • Positive energy
  • Continuous learning
  • Efficient execution

Notes from The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need

I recently reread The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need. It’s from the motivation expert Dan Pink and what’s unique about the book is that it is in the format of a Japanese style comic book.

Here’s my most favorite quote:

But I am asking you to think about your PURPOSE... to recognize that your life isn’t infinite. And that you should use your limited time here to do something that matters.

And on successful people:

... truly successful people deploy them in the service of something larger than themselves. They leave their companies, their communities, their families a little better than before.

The book talks about six lessons about building a great career. You can find the book on Amazon here.

An example of starting with why - Rubio’s

Just had lunch today at Rubio’s. Specifically fish tacos. Anyways, can’t help noticing once you walk through the door and get in line, you’ll see a poster explaining their why:

TO THE OCEAN - Without the ocean, there would be no fish. Without fish, there would be no Rubio’s. It’s why we’re so passionate about serving sustainable seafood whenever possible. And why we celebrate the ocean and its delicious bounty where we can.


After that I went to Sprouts where I found this on the wall:

We believe healthy living is a journey and every meal is a choice. We love to inspire, educate and empower every person to eat healthier and live a better life.


Starting with purpose in a job description

I came across this job posting from Cookpad awhile ago, the leading recipe sharing site in Japan.

I love how the job description starts with their why:

Our purpose at Cookpad is to make everyday cooking fun. Not just because we like food but because we believe that cooking is key to a happier and healthier life for people, communities and the planet.

Everyday, home cooking has a profound impact on ourselves and the world around us: it makes us healthier, connects us with our friends and family, and makes our environment more sustainable. By solving the problems related to everyday cooking and encouraging more people to cook, we believe we can help build a better world.

A great example of how we can start with why in all facets of communication we do.


You do not invent a higher purpose; you discover it.

From the feature article, Creating a Purpose-driven Organization of Harvard Business Review July-August 2018 issue about discovering purpose:

At a global oil company, we once met with members of a task force asked by the CEO to work on defining the organization’s purpose. They handed us a document representing months of work; it articulated a purpose, a mission, and a set of values. We told them it had no power—their analysis and debate had produced only platitudes.

Continuing on how purpose should be discovered:

The members of the task force had used only their heads to invent a higher purpose intended to capture employees’ hearts. But you do not invent a higher purpose; it already exists. You can discover it through empathy—by feeling and understanding the deepest common needs of your workforce. That involves asking provocative questions, listening, and reflecting.

And love this bit on the rising tide of purpose:

Purpose has become a popular topic. Even leaders who don’t believe in it face pressure from board members, investors, employees, and other stakeholders to articulate a higher purpose.

And just one more highlight about the power of purpose:

By connecting people with a sense of higher purpose, leaders can inspire them to bring more energy and creativity to their jobs. When employees feel that their work has meaning, they become more committed and engaged. They take risks, learn, and raise their game.

A wonderful and insightful issue of Harvard Business Review. Be sure to check it out.

And it’s always good to remind ourselves and repeatedly ask ourselves:

What’s our higher purpose?

What makes up a great vision?

"Vision" is the ability to talk about the future with such clarity it is as if we are talking about the past. – Simon Sinek

We all know having a clear image of our goal, a vision, is important.

But what exactly is vision?

What are the key ingredients of vision?

Everybody has a different take on what vision is exactly. Jim Collins, author of the business classic Built to Last, defines vision as:

A well-conceived vision consists of two major components - core ideology and an envisioned future. Notice the direct parallel to the fundamental “persevere the core/stimulate progress” dynamic. A good vision builds on the interplay between these two complementary yin-and-yang forces: it defines “what we stand for and why we exist” that does not change (the core ideology) and sets forth “what we aspire to become, to achieve, to create” that will require significant change and progress to attain (the envisioned future).

Ken Blanchard, author of another business classic Full Steam Ahead! Unleash the Power of Vision in Your Work and Your Life, explains:

The three key elements of a compelling vision: Significant Purpose, Clear Values, A Picture of the Future.

These business definitions might feel complicated, so let’s take a look at the dictionary definition:

The act or power of seeing. - Merriam-Webster

In other words, in the simplest terms, vision is what you see if you travelled to the future. The phrase, picture of the future, expresses this well.

The Three Elements of a Picture of the Future
As part of my work as a brand consultant, I had the opportunity to study vision statements as well as helping companies formulate their vision.

I’ve observed that a picture of the future can contain all or some of the following parts:

  1. What do you aspire to be?
  2. How will who your serve (the customer) change or transform as a result of what you do?
  3. How will the world, which you and your customer live in, change due to what you do?

So to have a comprehensive picture of the future, these are the three elements to think about and clarify.

On that note, I end with a question for you.

What does your picture of the future look like?

[LINK] How Momofuku created an international restaurant brand

LINK: How Momofuku created an international restaurant brand

Wonderful article with lots of delicious beautiful photos.

Here’s my favorite bit on how Momofuku communicates their culture:

“How we communicated our culture in the beginning simply doesn’t work when we bring in a ton of new restaurants,” Mariscal said. To address this problem, Momofuku currently runs a “Momo-101” course with all their new employees. The staff has the chance to meet Dave, and have a conversation with him in person.

And on the contents of this Momo-101 course:

“He gives a history of the company and an overview of our values,” Mariscal said. “It’s less about telling them what to do our how to act and more of giving them enough examples of how we operate.”

[REPORT] The Purpose City

Just came across this report from 2014 - The Purpose City: A New Urban Model for a New Generation of Urbanites.

The New Cities Foundation, NBBJ and Imperative convened 50 influential policy makers, scientists, start-up entrepreneurs, business leaders, designers, planners and citizens who, in a mix of debate and hands-on design exercises, discussed and developed new models of urban living for a new generation of purpose-driven consumers, professionals and citizens.

Beautifully formatted with lots of food for thought on how we can turn our cities into hubs of purpose. Plus a look at the workshops and the results.

Also added to our list of research and reports, which you can find here.