Any company can sell anything. But why would they? Unicorn companies like Tesla and InstaCart operate with a clearly defined mission. And these businesses excel at telling the world what those purposes are. Usually, it’s a reason appealing to the core of who the customer is and what drives their day.
However, a mission can also encapsulate how a business helps solve a problem. This issue is typically something the target audience cares about deeply. It could be a societal problem, such as climate change. Or it might embody a personal characteristic, such as a desire to break free of irksome daily errands.
Whatever the mission is, leaders of unicorn companies make it the center of what they do. Their missions aren’t simply slogans on websites and ads. Every business decision, including product or service design, points back to the company’s purpose. At the same time, communicates a relatable story and scalable objectives. You know what the company does, why it exists and where it’s going.Anticipating what could happen can lead to the “what-if” game. Sometimes you get stuck in rumination, overthinking worst-case scenarios. Then again, expecting the unexpected might also save you. Think of when you fire up your car’s engine and get on the road.
Leaders of unicorn companies do the same with market conditions. They’re constantly on the lookout for signals something’s about to change. Those shifts might be temporary or long-lasting, but unicorn companies are good at remaining adaptable. Unicorns aren’t afraid to rethink corporate strategy on the fly, as Airbnb had to do when it tabled ambitious expansion plans during the COVID-19 pandemic.
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