The creative director explained the importance of the mission for the business

In an era of rapid market changes and growing consumer demands, the lack of a clear mission statement is becoming a death sentence for businesses. Maria Sikorskaya, creative director and CEO of the Skrepka women's business club, revealed in an exclusive interview with Izvestia why companies without a higher goal will not be able to survive in 2026.

"The audience is tired of empty successful success and is looking for authenticity. By 2026, people will become even more picky.: They want not just a product, but a story that resonates with their values. Without a mission, a business risks getting lost even with large investments in marketing," says Sikorskaya.

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The expert emphasizes that the mission is not a beautiful phrase in the corporate manifesto, but a compass guiding the company through economic storms. Research confirms that organizations with a clearly defined goal demonstrate 49% higher employee retention and 30% more innovation. The mission answers the question "Why do we exist?": this is the highest goal that helps us survive failures, explains Sikorskaya.

A particular danger, according to Sikorskaya, is the pursuit of trends without a deep understanding.

"You can't take the cultural code for the sake of fashion — people feel imposed. Success copied from the outside is already boring for everyone," she warns.

The mission radically changes the approach to doing business, turning it into a socially significant project focused on creating a legacy.

According to the expert, when a company acts in accordance with its mission, there is no need for aggressive sales. It is not necessary to put pressure on KPIs and close objections. It is better to invite to an open house, to give a taste of the atmosphere. People come by themselves if the mission resonates, the expert believes. As a result, customers become brand ambassadors by voluntarily promoting it on social media.

"In 2026, a business without a mission is doomed to marginality. It's the ability to stay the course, maintain trust, and create a legacy. Companies with clear meanings and a cultural code will become leaders, and without a core, they will drown in the abyss of competition," concludes Sikorskaya.

On October 31, Kristina Sudnik, an entrepreneur and head of the Bahar Design women's clothing brand, told Izvestia how to modernize her professional skills in business and start her business on maternity leave. According to the expert, you can find up to 15 hours in five working days, and if you don't rest on Friday, but devote time to the project, it will be equivalent to three full working days.

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