The Scotts Miracle-Gro company knows something many companies don’t: To reach your full potential, you have to start with the why and not the what. That’s why it’s so serious about its vision statement: To help people of all ages express themselves on their own piece of the Earth. Notice the company’s highest aspiration is not about selling world-class lawn fertilizer.
Instead, it places a premium on communicating why it is in business. Putting its purpose as a company front and center, Scotts Miracle-Gro has grown to nearly $3 billion in revenue and continues to be an impressive brand leader in the lawn products and services market place.