Episode Summary
Episode Three: Identity — Writing Mission Down So Teams Can Use It
In this episode of The PAX Hospitality Podcast, host Leon Kennedy sits down with Joseph Abboud (Rumi, Rocket Society) to unpack what “identity” looks like when you move it from gut-feel to something a whole team can use.
Rather than trading in abstract brand-speak, Joseph shares the hard-won process of articulating Rumi’s purpose—“to embody Middle Eastern hospitality with a contemporary attitude so that we can have a positive impact on our immediate and broader community”—and how writing it down changed hiring, training, decision-making, and even his own accountability as a founder.
From a Silk Road story about generosity to the idea of a “borderless Middle East” as a creative lens, this is a practical walkthrough of turning mission into behaviour, not posters.
Topic Covered:
Why purpose statements need a “so that” to close the loop and create alignment across teams
How writing down identity reduces founder fatigue and makes onboarding easier
Why generosity became Rumi’s core brand promise and how it shows up in daily operations
The importance of origin in food and service — respecting tradition while evolving only when it adds value
How a clear mission enables businesses to scale impact (community dinners, staff culture) without diluting the core
And the 5 key takeaways?
1. Close the loop with “so that.”
Including the outcome in your purpose statement turns nice words into a decision tool. “We embody Middle Eastern hospitality so that we positively impact our community” tells every level of the team what success looks like and how to prioritise.
“Without the so that, you leave room for interpretation—and misalignment.”
2. Write it down to reduce founder drag.
Documenting the mission and values (a simple deck is enough) replaces repeated one-to-one storytelling with a shared reference. Onboarding is faster, coaching is easier, and the founder isn’t the single point of cultural truth.
“Clarity on a page is cheaper than clarity in a hundred meetings.”
3. Identity should set day-to-day promises.
When identity is real, it dictates tangible behaviours—like Rumi’s promise of generosity, from saying yes to local school fundraisers to everyday gestures that favour long-term community over short-term margin.
“If it doesn’t show up in policy and practice, it isn’t identity—it’s advertising.”
4. Honour origin; evolve only when it’s better.
Respecting the origins of cuisine and service isn’t nostalgia—it’s quality control. Evolve dishes and experiences only when the new version meets or beats the original, not to satisfy ego or novelty.
“Change for the guest, not for the chef’s boredom.”
5. Let mission scale impact, not just sites.
A written identity creates founder accountability (e.g., quarterly charity dinners) and protects the core business while exploring new projects. Growth becomes broader impact, not dilution.
“Scale isn’t more venues; it’s more value aligned with your purpose.”
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Credits
The PAX Hospitality Podcast is produced by PAX and Craate Creative. Support for this podcast comes from Square and Brunswick Design and Innovation. Our music is produced by Patricia Heath and Mattias Westergren.