By Cordia Harrington, CEO and Founder of Crown Bakeries, C200 Member since 2000.
To create impact, the mission must exist in every part of the organization.
A key factor that distinguishes companies that are simply surviving from those that are truly thriving is the strength of their employees, the individuals who embody the company’s mission and purpose. While tangible metrics such as revenue and profits are essential for evaluating performance, it is the organization’s performance that truly inspires and motivates employees and, in turn, has a long-term impact on a company’s success. It is an organization’s mission that is deeply connected to culture.
Our organization follows the principle of “Creating Opportunities, Making a Difference and Impacting Lives.” This mission not only resonates with our employees, but also strengthens our relationships with customers and suppliers and forms the foundation of our business.
The company has evolved significantly since its founding in 1996 to serve a single customer: McDonald’s. Today, we proudly work with more than 2,000 well-known brands, including Trader Joe’s, Five Guys, Burger King, and Sam’s Club. Our commitment to our mission has enabled countless employees to achieve their professional goals and live fulfilling lives. We are proud that our customers value our efforts to help them succeed and make a tangible difference in their own businesses.
The creation of our mission was in response to the evolving expectations of our employees. In 1996, a decent salary was enough to attract and retain talent, but employee priorities have changed significantly since the early 2010s. According to Deloitte’s 2024 study on Gen Z and Millennials, “nearly all Gen Z and Millennials want a job with purpose and are not afraid to turn down a job that doesn’t align with their values.” yeah.”
Fostering a culture that puts people first
Effectively carrying out our mission requires a team-oriented approach that involves all levels of the organization. Our leaders have embraced this mission because they have been actively involved in its creation. It reflects their collective values and aspirations. When leaders feel personally connected to their mission, they are more motivated to implement it in their daily interactions and decisions. This buy-in is critical to fostering a culture that prioritizes the long-term growth and development of team members. Supporting this idea, a Harvard Business Review article found that mission-driven organizations have higher levels of employee engagement and loyalty. S
However, maintaining a people-first mindset in manufacturing can be difficult. With the constant pressures in production, including unexpected breakdowns, supply shortages, and the need to continue operations, the importance of prioritizing your employees is often overlooked. In moments of crisis, economic losses loom large and require a conscious effort to keep employee health top of mind.
Create opportunities through actionable strategies
To ensure we live up to our mission, we focus on long-term priorities such as fostering a growth mindset and fostering a “yes, we can” attitude. One of the most effective strategies we have implemented is a formal feedback process, ideally every 60 days. This allows all employees to develop a personal development plan, clarifying their career path and the training they need for their next role.
Our Human Resources Manager maintains an electronic record of each employee’s feedback, allowing us to quickly assess progress. Factory leaders are responsible for ensuring that all employees receive 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 started working with us right out of college. After undergoing thorough training, he was quickly promoted from supervisor to factory manager. During our monthly “lunch and learn” sessions discussing leadership books, Nate consistently demonstrated his ability to distill complex ideas into simple concepts.
Because of his acumen, we suggested that we consider law school. With support from his company to help pay for the LSAT exam, Nate graduated top of his class from law school while working part-time for us. Currently, he is a successful healthcare attorney and a partner in his firm. This is a testament to the culture of growth we strive to foster, even if it means losing valued colleagues.
Vision for the future of leadership
In a world where results are often more important than relationships, remember that “no one cares how much you know until they know how much you care.” Must be. This adage is true in leadership. When leaders prioritize authentic connections with team members, they create an environment where individuals feel respected and valued. This sense of recognition fuels passion and enthusiasm, encouraging team members to invest energy and creativity in their work.
As remote work and virtual meetings become the norm, the basic need for respect and cooperation among colleagues is more important than ever. When colleagues are truly connected, ideas flow freely and innovation is fostered. When individuals feel comfortable sharing their insights and opinions, it leads to better problem solving and decision making.
To truly create impact, the mission must be present in every part of the organization, including leadership, policy, and overall culture. A mission-driven approach to leadership is more than just a statement. It is a commitment to creating opportunities and positively impacting lives. By putting in place actionable strategies that prioritize talent, foster growth, and foster strong relationships, organizations can create an environment where everyone feels like they can thrive and contribute to a greater purpose.
Cordia Harrington is the CEO and Founder of Crown Bakeries and a former Chair of the Board of Directors of the American Bakers Association and the Board of Directors of the CEO Organization. Under her leadership, Crown Bakeries has received several awards, including recognition as one of the 50 fastest growing women-owned businesses and the Nashville Business Journal’s Best in Business award. Harrington was nominated by Forbes list of 100 richest self-made women Winner of C200’s 2024 Luminary Award as Entrepreneurial Champion in 2020, 2022, 2023, and 2024
