Mission

Creating a Mission Statement That Matters

Creating a Mission Statement That Matters

Green Canopy builds homes, relationships, and businesses that help regenerate communities and environments.


GREEN CANOPY IS PLEASED TO ANNOUNCE A NEW MISSION STATEMENT THAT HAS DEVELOPED FROM MUCH THOUGHT AND COLLABORATION.

“Mission statement” is one of the first terms inside startup guides, marketing courses and business plans. It can feel like fluff on an entrepreneur’s checklist of a million-and-one things to manage — a checklist that also includes terms like revenue and retention rate.

And a mission can become fluff that has little real impact internally or externally. Aaron Fairchild, CEO of Green Canopy says, “Where intention and attention go, energy flows.” A mission statement helps set intention and attention, ensures stakeholder alignment, guides strategy, and helps differentiate — creating a sustained competitive advantage and supporting the long-term success of an organization. This has been Green Canopy’s process: