How to Create a Mission Based Marketing Strategy with Ryan Chute

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Marketing is much more powerful when it’s driven by a purpose and a mission. I discuss how to do that with my guest, Ryan Chute.

Ryan leads an award-winning creative agency within the legendary Wizard of Ads® group. As an Emmy-award winning Producer and an Executive Producer, Ryan has a deep-rooted passion for powerful storytelling and pivotal moments in entertainment. He builds creative, data-driven strategies that tap into the psychology of persuasion and the science of decision-making.

What Does “Mission” Mean to You?

What is a “mission”? Mission starts as something internal to the company, and then becomes external to the public. When we think about that in the military sense, where “mission” derives from, that means the “commander’s intent”. Commander’s intent got popularized in the Napoleonic era where the Germans were fighting the Napoleon armies and they were losing miserably. The Germans realized one profoundly important thing: That they were going to have to sacrifice their autocratic way and come up with new flexibility of the army to take the hill however they might. Not every decision would come straight from the leader.

When they did that the tides of the campaign changed.

Ryan believes that everyone is a leader. They just need help bringing out the leader inside of them regardless of rank, authority or title. That ideology was the beginning of mission-based marketing and mission-based businesses. The idea here is that you, as the commander, you have this notion of how you want to start and run a business. Ways that you feel are righting rights that are wrong and fixing things in the way that they were injust in the past. You need something bigger than you and that is greater than the sum of just you.

The Three Buckets of Your Mission

So you come up with the commander’s intent. The commander’s intent lives in three buckets:

Helping people win.
Being grateful.
Being trustworthy.

Helping people win comes from being grateful and being trustworthy.

This notion of gratitude is a definition of terms; what does gratitude mean to you? Is it through the way that you pay your employees, is it the way that you present policy and return policies for your clients? How do you deliver your deliverables? All of this lives in the humility and abundance of gratitude.

Then there’s trustworthiness. What does being trustworthy mean? What does the action of trust and being a trustworthy person actually mean to you? That’s going to show up in what you decide to do when it’s convenient for you and when it’s inconvenient for you. This is the foundation of values and beliefs. Beliefs are like the constellations in the sky, they move around, they’re pretty, and they’re informative. But they’re convenient and they move. In any situation where it’s inconvenient for you, you’re willing to change, to take action for the greater good, and follow your mission.

How to Connect to Your Mission

When we all agree that the mission is to help people win in a trustworthy and grateful manner, the next step from that mission is to decide the rules of engagement. What is the objective that trying to achieve, what hill are you trying to conquer? In the HR department you’re trying to get the right employees, in sales you’re trying to close every sale that you ethically can, and so on. Ultimately all of those things are missions within your business, within your campaigns.

Why does this all matter to the mission driven business? Until you understand what mission is, you can’t have a mission driven business. If we can all agree for a moment that helping people win in a trustworthy and grateful manner is the mission, what does that mean to you in your business? What does helping people win mean?

In trustworthiness it’s the beliefs and values, the values are the things that you take consequence for. You accept the consequence, you suffer, you struggle and that’s when your true value shows up. People only value the things that they receive from you means you had to concede on something; both tangible and intangible in nature. Helping people win start with your employees. How can you help your employees become more successful and setting it up to make things easier for them to sell then they’ll be helped in being able to close more sales. Buyers will be able to buy more stuff. Then your company will win.

Ultimately, This is Your Mission

Your mission ends up being the thing that stands out that your competition is unwilling to do. It’s the consequence you are willing to receive that your competition is not willing to receive. All of these places where you can create less challenge for your clients to work with you makes it easier for the people to buy from you. So the mission becomes making it easy to do business with you.

Last but not least is doing it in a grateful way by throwing in extra rewards for doing business with you and making it an environment where you receive as part of the package.

We also dive into topics including:

How to build the bridge between having a mission and having a marketing strategy that includes that mission.
How to create situations where people are self-subscribing to your business and your mission.
How to make it easy for people to say “Yes!” to doing business with you.
How to create an enduring, successful marketing strategy and not just be a blip on your market’s radar.
Why you need and how to include emotion in your touchpoints with clients and potential clients.
The three kinds of emotions you want people to feel as a result of your marketing campaigns.
When you need to and how to update or change your mission in the public’s eye over time.
Why your mission is a key internal driver for your company.
The one thing, above all else, that you need to do to create a successful mission based marketing strategy.

…and other golden nuggets of advice!

You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea”

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About My Guest

Ryan Chute is an award-winning creative strategist and the Wizard of Ads® who helps small businesses transform into BIG brands. With a passion for removing friction, Ryan specializes in crafting innovative sales and marketing strategies that drive profitable growth. Drawing from his extensive experience in retail and automotive, Ryan’s insights empower entrepreneurs to dominate their markets with bold, frictionless solutions.