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Immortal Musings

It about more than just a great cup of tea....

by Ralph Kenney

January 13, 2016

I believe in the power of words.

Stating clearly what you want or hope to achieve is a powerful way of transforming a dream into reality. I like to think that the tradition of News Years resolutions comes from this practice.

From a practical perspective, it is also useful. Once a goal is stated you can create a plan to achieve that goal, measure your success and engage others who also feel that goal is meaningful in helping to achieve it. I’ve spent much of the last few weeks talking with my team (aka my family) about our goals for Immortalitea. We spent more than usual time on it for a couple of reasons.

As a small business owner much of our “vision” has just been in my head. That’s a mistake. I should articulate my ideas about where our company is going and answer the big question, “Why are we doing all this?”

Sure, it’s my livelihood and the livelihoods of my team members and that’s important. Caring for my family is my first priority. But, frankly, I made a lot more money as an IT executive and had lot less stress. I founded Immortalitea about more than just paying the bills.

I want our customers to understand what we stand for so they can make informed decisions about whether they support those objectives. Also, I plan to grow the team this year and I want to bring the new team members on board with a clear vision.

I have worked in a Fortune 500 and I know what a waste of time mission statements often become. But I feel like for a small company like ours trying to carve out a business purpose, it has become important. So, for the first time we’ve gone through the exercise of crafting a more formal mission.

I’d like to share that with you today. Then, over the next couple of weeks, I’d like to explaining why I feel those things are important enough to pour my heart and soul into them.

Along the way, I hope you will let me know what you think, tell me if you also feel its important, make suggestions about things I may have missed and keep me on track.

I tried to keep the mission concise, measurable and time bound. I confess to a fair amount of hand wringing trying to get it right. I worry that for someone on the outside it may not sound like much but when I read it I feel that gut-clench of, “Can we really do this?” I decided that’s a sign I’ve found the right balance.

So, here we go;

In the next 5 years Immortalitea will

- Create sustainable livelihoods for 100 family tea and herb farms and their workers and

-Connect and engage 50,000 tea lovers with the craft of teas and herbs and the people who make them.

Keep an eye out for emails from me in the next couple of weeks as I break down this mission into its parts and try to explain why it’s a big deal to us.

Your comments and feedback would be greatly appreciated. Please leave your comments below.

1 comment

  • Cool Mission statement! Clear, concise, focused and easily executable!!!!!

    Cara Arildsen on

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