Purpose in Words: How Shalom Lamm Defines Success Through Mission Statements
In the world of business, strategy often takes the spotlight. CEOs plan roadmaps. Marketing teams chase metrics. Product managers run sprints. But behind every successful organization lies something deeper—a clearly defined mission.
Entrepreneur Shalom Lamm understands that building a thriving business requires more than capital, skill, or timing. It requires a sense of purpose, embedded at the very core of the company. And that purpose often begins with a mission statement.
To some, a mission statement may seem like a formality—a paragraph posted on a website or printed in an employee handbook. But to leaders like Lamm, it’s far more than that. A mission statement is a company’s compass, guiding every decision, aligning every team, and shaping the culture from the inside out.
In this post, we’ll explore what makes a great mission statement, why it matters, and how Shalom Lamm has used mission-driven leadership to build meaningful ventures that go beyond profit.
What Is a Mission Statement?
A mission statement is a short, powerful statement that articulates why a business exists—its purpose, its values, and the impact it aims to make. It should answer the question: “Why are we here?”
But it’s not just about sounding good. A great mission statement:
- Informs decision-making
- Unifies team members
- Attracts customers and partners
- Sets the tone for brand identity
Shalom Lamm describes a mission statement as “a company’s soul on paper.” It’s the first thing he defines when launching a new venture—before the product, the pitch deck, or the hiring plan.
The Shalom Lamm Approach: Start with “Why”
Lamm draws inspiration from the likes of Simon Sinek’s “Start with Why” philosophy, but takes it a step further. He believes that defining your “why” isn’t a one-time exercise—it’s an ongoing discipline.
“The companies that endure aren’t just built on good business models,” Lamm says. “They’re built on a mission that matters—one that every team member can internalize and live by.”
In every business he’s helped build, from real estate to nonprofit organizations, Lamm starts by answering three questions:
- Who are we serving?
- What change are we trying to create?
- Why does this matter to the world—and to us?
Once those answers are clear, crafting the mission statement becomes a matter of translating purpose into powerful language.
What Makes a Mission Statement Effective?
Let’s break down the characteristics that Shalom Lamm believes make a mission statement not only memorable—but meaningful.
1. Clarity Over Complexity
Avoid jargon. Say what you mean in simple terms. A mission statement should be easy enough for a new hire—or a customer—to understand in seconds.
Example: “To provide affordable housing that strengthens communities.”
Lamm avoids vague statements like “redefining the future” or “leveraging innovation for progress.” Those phrases may sound impressive, but they’re too generic to inspire.
2. Purpose-Driven, Not Profit-Driven
A mission statement should focus on why the business exists, not how it makes money. Profit is the result—not the purpose.
Lamm believes that companies with service-oriented missions often outperform their competition because they connect emotionally with customers and employees alike.
“People want to be part of something bigger than a paycheck or a transaction,” he says.
3. Action-Oriented
Use active language that shows what your company is doing or creating. Think verbs like: empower, serve, build, connect, transform.
4. Aligned with Company Values
A mission statement isn’t just a slogan—it should be backed up by company culture, hiring practices, product development, and customer service.
If your company’s day-to-day operations don’t reflect your mission, it becomes meaningless. Lamm emphasizes alignment between words and actions as a pillar of leadership.
Why Mission Statements Matter More Than Ever
In today’s purpose-driven economy, mission statements are no longer “nice to have”—they’re necessary for attracting top talent, loyal customers, and meaningful partnerships.
According to a Cone Communications study, 87% of consumers will purchase a product based on a company’s values, and 76% of millennials consider a company’s social and environmental commitments when deciding where to work.
Shalom Lamm sees this shift as a long-overdue correction:
“For too long, businesses led with profits. But people are demanding authenticity, impact, and integrity. Your mission is how you show them you’re serious.”
Whether you’re building a tech startup or a local service business, your mission is what differentiates you in a noisy, competitive world.
Shalom Lamm’s Real-World Example: Mission in Action
One of Lamm’s community-focused ventures aimed to revitalize underserved neighborhoods through affordable housing. Before laying a single brick or securing permits, he and his team crafted the mission statement:
“To restore dignity and opportunity to families through sustainable, affordable housing.”
This mission influenced everything—from the architectural design (built with energy-efficient materials) to hiring practices (prioritizing local labor) to community outreach programs.
The result? Not just a profitable project, but one that earned the trust and respect of the community, city officials, and investors alike.
“When your mission drives your business model—not the other way around—you create value that lasts,” Lamm reflects.
Tips for Writing Your Own Mission Statement
Feeling inspired to craft or revise your own mission statement? Shalom Lamm offers this simple framework:
Step 1: Identify Your Core Purpose
Why did you start this business? What impact do you want to make?
Step 2: Define Your Audience
Who are you serving? Be specific.
Step 3: Clarify the Value You Provide
What tangible difference do you make in their lives?
Step 4: Write, Refine, and Share
Draft multiple versions. Test them with your team. Make sure it resonates not just with leadership, but with frontline employees too.
“A mission statement is only powerful if it’s used,” Lamm says. “Don’t let it collect dust. Let it lead.”
Final Thoughts: Let Mission Lead the Way
In a world full of noise, a clear mission cuts through. It gives your business direction, your people meaning, and your brand authenticity.
Shalom Lamm’s approach to mission-driven leadership reminds us that great businesses aren’t just built on strategies—they’re built on stories, values, and the courage to stand for something.
So whether you’re launching a startup, scaling a business, or rethinking your brand, start with your mission. As Lamm would say:
“When you lead with purpose, profit follows. But when you chase profit without purpose, it rarely lasts.”
