Well understood business purpose has the power to break down all-too-familiar organisational silos, uniting colleagues across departments and teams. Clear statements of purpose lead to a more effective organisation.
Your organisation’s ambition to change the world can inspire great accomplishments – but only if people see how their own role fits into the wider purpose. Are your people mopping floors or, as NASA’s janitor believed, sending a man to the moon?
Get everyone on track to a single destination – and life at work becomes easier, customers get a better deal and shareholders enjoy higher returns. Management exists to agree, set out and champion business purpose.
The world’s expectations of business are changing. To thrive, companies need better, up-to-date answers to the fundamental questions of why they exist, and for whom.
Business must embrace a purpose beyond shareholder value. In practice, five essential qualities will help every company do good things for the people it touches.