Having a mission at the core of your business does not come without obstacles. It can be challenging, for example, to prioritize service while also driving the company’s growth. On the other hand, a goal to create positive change can bring your employees together and serve as motivation, said Amanda Baldwin, the CEO of sunscreen company Supergoop, at Inc.’s Purpose Power Summit on Tuesday.
Supergoop’s mission is to encourage daily sunscreen wear. Founder Holly Thaggard realized people were undervaluing sunscreen after a friend was diagnosed with skin cancer at the age of 29. Further research led her to the discovery that 84 percent of people don’t wear sunscreen every day, so she started Supergoop in 2007 with the goal of making the practice cool.
That mission, Baldwin said, is at the forefront of everything Supergoop does, providing clarity and direction in decision-making. “Educating on why SPF [is important] will always…
