Mission statements matter to companies that are purpose-driven. We strive to be one of those companies.We’re not trying to build a run-of-the-mill real estate development company. We’re building the sweetgreen / Warby Parker / JetBlue of real estate development companies — in Atlantic City. So we had to write a mission statement that made that clear, which we found out real quickly ain’t easy.

We read a lot about how to craft meaningful, concise, "fluff-free" mission statements (Hubspot’s blog post was our go-to: http://blog.hubspot.com/marketing/fluff-free-mission-statements). Then we spent a whole lot of time batting around different versions starting with long, cluttered, relatively meaningless, cotton-candy kinda fluffy versions. We tried to go back and forth via email, but we made the most progress in-person reading aloud then editing profusely.

After hours of dissecting it from every angle, the skies suddenly parted – less is more. We realized that every word had to have purpose and meaning. In the end, it only took thirty-eight words to deliver our mission. We feel great about these words:

Authentic City Partners creates development projects in Atlantic City with a singular commitment: to better the lives of those in our community. We believe that by partnering with our neighbors we can build spaces that unify and inspire.

We know that words alone aren’t enough. We’ve got to live them every single day.

Evan Sanchez & Zenith Shah |  Co-Founders, Authentic City Partners

Authentic City Partners