Parable Updates Mission Statement

New Credo is Short, Sweet and to the Point

Louisville, Kentucky, CBA Expo 2001— When workers at The Parable Group’s office building in San Luis Obispo, California sit down at their desks each morning, they can put the company’s new mission statement to practical use by asking themselves a simple question, “What I am doing today to help stores grow?” The Parable Group has reduced its long-standing mission statement to a mere nine words – At Parable, our mission is to help stores grow.

The change was prompted by what Parable founder Steve Potratz described as “a desire to take a stand for independents and help them thrive in a competitive business climate.” “We’ve always been in the business of helping stores grow,” explains Potratz. “And now we’ve etched it in stone so it can provide a clear focus as we move forward.”

According to Parable spokesperson Jim Seybert, the new words didn’t come quickly or easily. “We wanted to make sure the new mission included everything we do for retailers. We applied an acid test and the new words seem to work for everyone,” says Seybert. “Our primary objective is helping stores grow. By doing that, the company is honoring its commitment to suppliers and vendors by strengthening an important sales channel.”

Initiated in December 2000, the new mission statement has already helped Parable staff members prioritize tasks and make decisions related to member stores. When faced with a choice between two tasks, a simple query— ‘Which will better help stores grow?’—can provide necessary insight into which gets done first. On a larger scale, Potratz says his managers are getting used to the practice of “running everything we plan through the mission statement, to see if we really should add it to the promotional calendar.”

Does the new mission statement mean Parable is relinquishing its position as “the leading provider of innovative, Christ-centered marketing and management tools”? (see comparison box below) “No way,” says Potratz. “The only change is in our attitude. The old words focused too much on US, it talked about things WE were going to. The new mission is 100 percent focused on helping stores grow.”

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Parable New Mission Statement, page two

Parable Christian Stores consists of more than 330 independently owned Christian retail outlets located in the U.S. and Canada. The Parable Group provides diverse marketing tools for its member stores such as e-commerce sites, in-store merchandising kits, exclusive products, weekly bestseller lists and catalogs. In 2000, Parable shipped more than 29.7 million catalogs, newspaper inserts, and other promotional mailings in 25 marketing campaigns.

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January 31, 2001

Mission Statement 2001
At Parable, our mission is to help stores grow.

Prior Mission Statement

Our mission is to be the foremost provider

of innovative Christ-centered marketing and management tools;

enhancing the ministry and profitability of Christian retail.