Most companies have mission statements, but it’s rare that this statement impacts employees in their day-to-day lives. This might be why job satisfaction and employee engagement rates are so low, and turnover so high. A mission should define a company’s purpose—its reason for existing—and that reason should have a profound impact on the way employees think about their careers and themselves. The potential of the mission statement is underutilized when management seeks to improve productivity and performance without relying above all on the company’s mission. If a brand isn’t united under a single mission, it will fail its employees and customers. However, when the mission is promoted and gets buy-in, it results in higher levels of engagement and a more cohesive culture that is focused on the good work the company engages in every day. Employees who fall in love with this experience remain at their companies longer and express higher levels of productivity. In fact, mission-driven workers are 54 percent more likely to stay for five years at an organization and 30 percent more likely to become high performers.