PURPOSE: WHY THE WORLD NEEDS YOU
Your purpose statement tells people why your organisation exists, who you serve and the impact you are striving to create in the world.
WHY IS IT IMPORTANT?
Purpose by its nature transcends simply ‘making money’, yet the two are symbiotic. If your organisation is doing something that creates benefit in the world then that value will drive revenue. However, without putting purpose first, the organisation will risk chasing revenues that are potentially unsustainable through a loss of focus and direction. Purpose enables you to make the right strategic choices, creates common goals and gives people a deeper connection to their work.
CLARITY
When you know the organisation’s purpose there’s a focus for your strategic direction and decision making.
ALIGNMENT
Knowing your purpose defines what actions people need to take to reach your common goal, building the right organisational capabilities within the business.
CONNECTION
Having a clearly defined purpose enables your people to connect with each other and your customers in the pursuit of achieving something meaningful.
“Just as people cannot live without eating, so a business cannot live without profit. But most people don’t live to eat, and neither must businesses live just to make profits”
John Mackey, Whole Foods