Businesses with a purpose grow faster than those without, have higher customer loyalty and generate better shareholder returns. A clear purpose is a powerful source of energy and motivation. It acts as the North Star by which to navigate. Purpose provides the organising principle for an agile, organic, empowered group to align their efforts to achieve their mission.
How do you turn your purpose into a competitive advantage? Why do you do what you do? If you're going to invest in a company, does it matter whether they really believe in what they are doing? There are some things which are purely transactional but for the most part, human beings are happier and perform much better if they are driven by a heartfelt purpose.
A leader or a business without a purpose is like a ship without a compass or rudder. Money is important, but it is more valuable when backed by a clear purpose. Logic and intellect are essential, yet when the heart and soul are engaged, you get the wind in your sails. The genius of human nature is that we are perfectly designed to operate in complexity, aligned with others, navigating with our inner map and compass.
Purpose provides a benchmark against which decisions are made and performance measured. In businesses which are purpose driven, it's possible to have a much greater degree of self organisation, empowerment to unleash the full potential of the people. Businesses without a clear purpose have to micromanage and control their staff like cogs in the wheel of the machine. Purpose driven organisations liberate the human spirit and get the very best out of people.
Customers much prefer to buy from a company or a product or brand which serves a purpose with which they agree. Purpose driven companies attract a higher quality of staff who are highly motivated, aligned and engaged. Such people are likely to be more productive work harder, stay longer and create more value.
We run this in 6 phases:
1. Preparation phase
- Assess the barriers and blocks to purpose, including inner conflict, competing demands, fears, practical constraints
- Negotiate agreements and constraints to enable the purpose to be discovered by making the process safe
2. Diagnostic phase
- Assess the current sense of purpose
- Deep interviews & surveys (individuals, customers, stakeholders)
- 360-degree purpose assessment
3. Creative phase
- Discover the foundational stories where the purpose has been lived or formed
- Share accounts of how they are making a difference, discovering their passion and linking it to the business purpose.
- Explore inspiring role models, pivotal moments and flow states
- Identify the business impact of the purpose
- Distil common threads and themes
- Clarify the purpose - company, team, and individual purpose within that.
4. Communication phase - King's Speech
- Draft a purpose statement of what, why and how
- Craft a clear expression of the purpose
- Practice speaking it
5. Integration of purpose into life, leadership and business
- Feedback, facilitation and coaching
- Explore how your purpose will manifest in your decisions, future vision, relationships, strategy, leadership behaviour and life
6. Reports and Presentations
- A verbal brief and presentation;
- A written report, if requested.
Feedback, facilitation and coaching
- Inspire the leaders to be the best they can be
- As required.
Adan's executive coaches have decades of experience working at the executive level with leading organizations around the world. We have expertise in leadership, productivity, organizational change, team building, marketing, sales and motivation.
Our on-the-job experience coupled with extensive knowledge of the markets and functional areas enables us to deliver a variety of practical, high-impact presentations that engage, enlighten and entertain.
