A purpose/mission-driven business

I ordered a used book online using one of the large used book search engines that puts you in touch with the smaller book stores who actually fulfill your order. For the book I wanted, Better World Books happened to offer the best price/quality ratio. So I placed my order.

Next thing I knew, I received an email from them that led like this:

Dear John:

Thank you for your recent book purchase from Better World Books!

Better World Books utilizes the value of the book to fund literacy initiatives locally, nationally and around the world. Please know that your purchase will help us in our efforts to promote and support our literacy partners and their initiatives. Your purchase will provide much needed funding that is instrumental to the efforts of those whose passion it is to provide the world's least fortunate with the opportunities that literacy affords.

We have received your order . . .

First thing that impressed me: their vision. --It seems to accord so well with at least a part of mine. (See also items #6 and 12 in Personal Legacy: Vision and Values.)

But the second thing: How inspiring! How energizing to have that vision, value and purpose statement hanging out there, right in front, on everything they do . . . even on their order acknowledgement letter!

Bravo!

So how do we apply that in our company?