5 things I learned from working with organizations on their purpose
I work with organizations to help them clarify their purpose and bring it to life in everything they say and do. Over the years, a few truths have emerged from my work. Here's what I have to share.
1. Every organization believes it has a purpose
Nobody wants to go to work each day feeling like they aren't doing something worthwhile. It would be a horrible admission for the leadership of an organization. "Nope. My work doesn't matter. I'm just punching the clock. Livin' for the weekend."
So it's no surprise that when asked if they are purpose-driven, those leaders I have worked with, without exception, have affirmed that their organization has a purpose. So evidently, there's no question of the existence of a purpose. That is, until you ask them to explain just exactly what that purpose is.
2. Nobody can really tell you what the purpose is
The majority of leaders simply do not take the time to stop and contemplate the difference their organization makes in a life, a community, or even the world (I call this the Big Audacious Meaning).
It's not unusual for different members of the leadership team to give me different versions of what they believe the purpose is. Oftentimes, they end up telling me what they do. "We produce the finest widgets on the eastern seaboard."
This is problematic because there is so much untapped potential that is left…well, untapped. Organizations miss out on a powerful force that can attract customers, get team members to self motivate, and more.
3. You don't invent your purpose
There are times that I get asked, "Will you help us create our purpose?" The answer is no. An organization's purpose is not invented. It is uncovered and clarified. It exists within the DNA of the organization.
You can ignore this DNA and develop what you believe is an alluring purpose. But, ultimately, it will not ring true with all those you hope to engage. And, in the long run, do more harm to the organization than good.
Your organization has an awesome purpose just waiting to be excavated and polished. I guarantee it. I have seen it prove out time and time again.
4. You can't motivate people with your 'what'
"Our purpose is to provide world-class customer service." I've heard something along those lines many a time.
That is not your purpose. Your purpose could be the result of that world-class customer service. Tell me how it makes a difference in a life. Then tell me how people are going to feel. Or the things they are going to be able to do. That's when it starts to get powerful. Why? Because when you tell me those things, you stop talking about yourself and you start talking about those you hope to serve and what they will be able to do.
And by the way, people would rather hear about what they will be able to do rather than listen to you blather on about your winning the whatchamacallit service award for three years in a row.
When you focus on your purpose, people are more motivated to listen to you and join in your pursuit of that purpose.
5. It's a pursuit, not a project
Clarifying your purpose is just the beginning. Just going through the process is not enough. You must then figure out how to share that purpose with all your people. Then with the rest of the world. And it doesn't end. After all, you never truly stop pursuing your purpose.
People change. The world changes. But a well-clarified purpose is unwavering. It gives you the reassurance of a solid foundation no matter how the sands of the world shift around you. At the same time, it's dynamic - appealing to and motivating those you hope to serve because it is rooted in a belief that you are making a difference in lives.
For more on pursuing your organization's purpose, check out my book, Big Audacious Meaning – Unleashing Your Purpose Driven Brand.