Purpose: Injecting Soul Into Strategy – Part I

Without purpose you can forget about strategy.

 The business world has become a place where companies are fighting tooth and nail to create the “newest” products, deliver “the best” services and make “the most” money. These companies, however, are missing a key piece of the puzzle. They fail to realize that in the interdependent world we live in, the only way to survive and grow is to add unique value that helps others and your company prosper.

 It becomes evident that what our current business world needs is purpose-led organizations that have built their existence around helping solve a problem or creating an opportunity.  Businesses that care enough to put their uniqueness in the service of others.

WHY PURPOSE?

Purpose injects meaning into business and soul into strategy. Purpose is WHY an organization exists; it is the way you are contributing to the community around you and adding to the quality and value of all living beings.

Purpose helps your organization tell a different story and allows it to carefully create a position that distinguishes it from everybody else. It aids you in crafting your own signature and mark in the world. What is the story you want your company to tell?

Purpose focuses your decision-making and becomes the blueprint for all of your decisions. It concentrates your actions and guides every task you need to make. Purpose-led organizations have a clear benchmark: they know who their target customers are and for whom their business exists to serve, and are clear on how they will use their resources (time, attention, finances, energy and people) to serve their communities better than anyone else.

Having a clear purpose frees your time, energy and resources to focus only on serving others the way you do best. Everything else can be outsourced, if possible.

Purpose boosts your energy. Finding THAT one thing that will naturally energize and motivate you, something that inspires and brings meaning to everyday tasks. Purpose frees you from limitations and opens up untapped possibilities. It creates resilience and tolerance to failure that will drive you and your business forward in spite of problems you may encounter. As Nietzsche puts it: "He who has a why to live can bear almost any how."

Purpose mobilizes the masses and redirects passion. It drives and unites your team and inspires others to join you and make a difference. The energy that purpose will give you will be contagious and spread.

Then the question remains. Does your company have a purpose? If not, then how can you introduce purpose to the way you do business today?