STICK TO IT, EVEN WHEN IT’S HARD

Inc. (USA) - - LAUNCH -

In mid-2014, to boost sales, ex­ec­u­tives at on­line job board Col­lege Re­cruiter wrote its first mis­sion state­ment: “Col­lege Re­cruiter be­lieves that every stu­dent and re­cent grad de­serves a great ca­reer. We be­lieve in cre­at­ing a great can­di­date and re­cruiter ex­pe­ri­ence.” To ful­fill the mis­sion, the com­pany stopped tak­ing ads from ski re­sorts and other non­ca­r­eer cus­tomers—even though these clients rep­re­sented 25 per­cent of its rev­enue. “When we re­ally re­al­ized what busi­ness we were in, we were left with two choices: Ei­ther ig­nore the mis­sion state­ment and keep do­ing what we were do­ing, or else abide by it,” says founder Steven Roth­berg. “It was un­com­fort­able but not a

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