It’s been Mission: Madness at BusinessQ as 16 local companies sent in their corporate catch phrases for the judging. The result? Utah County business owners know all about making a statement.

Lucky for us, FranklinCovey sorted through the prose and found the most slogan-savvy go-getters.

Meet the winners — one local entrepreneur with two companies and two exceptionally well-crafted mottos, and one whose statement shows serious Agel-ity.

FIRST PLACE
AdventureGiving.org

Mission Statement
Global: To assist under-privileged communities and families become more
self-sufficient, educated, and healthy through the humanitarian assistance of adventure travelers, anglers, and socially responsible organizations TM
Individual: To inspire (or be inspired); to thrill (or be thrilled), to change (or be changed) for the better

The Who
What They Do AdventureGiving.org helps to plan, raise money, develop and implement humanitarian missions within the adventure itineraries of worldwide destination lodges and charters in developing nations and communities.
Industry Non-profit
City Lindon

The Why
They Say “It defines who we are and what we do. We focused so much on our message that when we finally put it into words, we got passionate about it.”
FranklinCovey Says “This mission statement has a high purpose and defines the unique mission of the company in terms of the job they do better than anyone else. The individual part of the mission statement could be narrowed to be more specific. However, the global portion of the statement makes it great.”
Where It’s Displayed Marketing materials and company Web site
Fun Fact Founder Ben Nolte wrote the mission statement while eating a meatball sandwich at Subway.
First Draft? No, but it’s close. After Nolte jotted it down in his “brainstorm book” during lunch, he took it to his partners who suggested he add parentheses and make minor wording changes.

SECOND PLACE
Big Amazon Fish

Mission Statement
To give our guests the enriching opportunity to experience the rainforest jungle, to catch big fish, and to give humanitarian services
and resources to developing communities

The Who
What They Do Take people to the Amazon in Brazil on exotic rainforest fishing tours and eco-tours.
Industry Tourism
City Lindon

The Why
They Say “It’s focused, refined and simple — it clearly defines what it is we do that makes us who we are.”
FranklinCovey Says “This mission statement is great because it is aspirational. It shows how this company serves a high and unique purpose that is also socially conscious.”
Where It’s Displayed Marketing materials. Also, all parties have it memorized.
Fun Fact The company added the “humanitarian services and resources” portion when founder Ben Nolte met a woman who was internally bleeding during one of his personal trips to the Amazon. “I looked at that woman, and I knew I wanted to do something to help people like her.”
First Draft? No. When Nolte was a student at the University of Utah, he had a generic mission statement for his growing company. It wasn’t until his business grew and gained a more substantial purpose that he revisited the mission statement.

THIRD PLACE
Agel Enterprises

Mission Statement
Agel’s mission is to empower individuals to achieve new levels of health, financial success, and personal freedom by extending those same benefits to those around them.
Agel grows as its people grow — through commitment, dedication, and collaboration.

The Who
What They Do Sell nutritional supplements through single-serving gel packets.
Industry Direct Sales
City Lehi

The Why
They Say “It’s simple and active and growth-oriented, which are qualities that define Agel as a company.”
FranklinCovey Says “This mission statement is coherent and nicely phrased. Achieving their mission by helping others to achieve that same mission is inspiring.”
Where It’s Displayed Web site, in offices
Fun Fact Agel communications manager Tim Robinson worked as a ghost writer for Mitt Romney’s book “Turnaround,” worked at Random House and owned his own publishing companies before making the move to Agel. Writing the mission statement (in consultation with company leadership, of course) was one of his first assignments on the job.
First Draft? No — the board and I probably went through five or six drafts before we settled on this one.

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