Leadership Sets the Vision. Marketing Tells the Story. Coaching Makes It Work.
“Our mission is to help investors build long-term wealth by generating consistent qualified leads, closing high-ROI transactions, and creating lasting relationships that fuel repeat and referral business.” – Growth Realty Inc.
This is more than just a statement—it’s the foundation of turning a company into a Business on a Mission.
In his book How to Grow Your Small Business, Donald Miller explains that every leader must give their team a story bigger than themselves—and a clear role to play in that story. People don’t just want jobs; they want to belong to something that matters.
The way to achieve this is by creating a set of Guiding Principles that anchor your business in purpose:
- A Mission Statement – a unifying “why” that inspires your team.
- Key Characteristics – the behaviors and values that define how your team shows up.
- Critical Actions – the daily priorities that translate vision into results.
When leaders provide these, the business stops being “just work” and becomes a mission everyone can rally behind.
The Leadership Gap
Take Luis, a real estate broker specializing in investment properties. He worked tirelessly, built a small team, and partnered with developers. But despite the effort, results were flat. His agents were chasing random inquiries, while competitors were closing deals consistently.
Luis had passion, but not clarity. His team wasn’t aligned around a mission or clear economic objectives. Marketing efforts were scattered, and clients didn’t see why they should choose his firm over others.
That’s when he embraced Miller’s framework—and worked with a business coach to translate vision into practice.
Pull-Quote:
“Leadership sets the vision. Marketing tells the story. Coaching makes it work.”
Marketing as Leadership in Action
Marketing is where leadership vision becomes visible. Without it, the mission stays locked in strategy documents.
This is why Josiah* Go’s marketing insights matter:
- Marketing is not a department; it’s a mindset. Every agent is a storyteller of your mission.
- Clarity beats cleverness. Investors won’t buy what they don’t understand.
- Market driving vs. market driven. Winning companies don’t just react—they guide clients toward opportunity.
(*Josiah Go, Chairman and Chief Innovation Strategist of Mansmith and Fielders, Inc)
With coaching guidance, Luis’ team stopped saying, “We sell properties,” and started saying:
“We help investors find properties that deliver predictable cash flow and long-term appreciation—so your money works as hard as you do.”
That simple clarity turned his brokerage into a business on a mission—one that resonated with both his team and his market.
The Three Economic Priorities in Action
Donald Miller insists that businesses must focus on three economic priorities to create alignment and growth. With his coach’s help, Luis defined these for his real estate firm:
- Generate Consistent Investor Leads. Acquire at least 50 qualified investment inquiries per month through targeted marketing.
- Close High-ROI Transactions. Maintain an average deal size of ₱8M–₱10M, focusing on properties with strong rental yields and appreciation potential.
- Build Long-Term Investor Relationships. Secure 30% of annual sales from repeat clients and referrals.
These weren’t just numbers—they became the scoreboard of the mission. Every agent knew what mattered. Every marketing campaign supported it. Every client conversation reinforced it.
Why Coaching Accelerates Growth
Most SME owners don’t lack passion—they lack systems, clarity, and accountability. This is where a business coach becomes indispensable.
- Leadership Clarity. Coaches help leaders define mission, guiding principles, and economic priorities.
- Marketing Alignment. Coaches simplify your message so customers and staff both “get it.”
- Professionalization. Coaches turn hustle into repeatable systems and processes.
- Accountability. Coaches ensure that vision moves from paper to practice.
For Luis, coaching was a transformative journey. It turned his business from a group of agents selling properties into a mission-driven company guiding investors to wealth. This is the power of coaching, and it’s a journey you can embark on too.
Final Word: Don’t Leave Growth to Chance
Every human being wants to be part of something bigger than themselves and to play a meaningful role in that story. When you craft a mission statement, you’re not just setting a direction for your business, you’re giving your team a story to believe in and a cause to rally behind.
Donald Miller reminds us: leadership begins with clarity. Josiah Go adds: marketing begins with understanding. A coach ensures you professionalize your business so leadership, marketing, and systems work together.
Leadership sets the vision. Marketing tells the story. Coaching makes it work.
If you’re ready to stop hustling without results and start professionalizing your business, it’s time to engage a coach. Together, you’ll create clarity in leadership, strength in marketing, and a mission that transforms your entire team into a Business on a Mission.
