Being a business leader in the marketplace today requires a different allocation of priorities than in the past. Yes, some of the similar challenges exist and need attention but there are different dynamics these days. One of these challenges demanding higher priority is the “Purpose” the organization has in the marketplace. Purpose has always been around the corporate setting, but it was more common to take a bigger presence in non-profit organizations. Non-profit entities would use their “Purpose” as a means to attract funds from their cause supporters. In some cases, the “Purpose” of the non-profit was directly linked to its marketing efforts, and rather than it being the main authentic “Why” of their business, it was a calling card to spell out the cause their organization was responding to in the world. There is nothing wrong with this approach or effort. It was and still is a means by which certain non-profits not only attract funding but also the people who want to be part of a given cause and thus want to work for the cause as an employee.
This cause-based “Why” or “Purpose” that might have traditionally been associated with non-profit type entities has not just found its way into corporate and small business America but is a differentiating factor in the growth and success of those for-profit businesses. We might ask what is causing this migration to bring “Purpose” from a piece of the mix to a centerpiece of driving future success.
Although we don’t have government-granted research data to move or push thoughts in a given direction, we can share reasonable observations that have been and are taking place in the business sectors where JKL Associates builds business in. One aspect as to why “Purpose” is a more meaningful piece of the core business operation is that new talent entering the business world are looking for it. Many of the forthcoming resources have been part of a series of academic systems that indoctrinated them to certain approaches which as they leave that system are a bit hollow. They are wondering how they fit in and what part of their self-worth is attached to contributing to something greater. As they move out to look for careers and employment, they are seeking not only decent pay but also an environment where they can feel like family and have everyone on a common wavelength. That common wavelength is the “Purpose” of the entity.
Another aspect as to why “Purpose” is a critical part of an organization’s success model is that not only does it bind people together, but like the non-profit world it is an attraction factor to the acquisition of talent wanting to be part of this or that “Purpose.” As leaders fully engage in bringing their organization’s “Purpose” to the forefront of all interactions both internally and externally, the team begins to live the purpose and not just have a purpose. Those individuals starting into careers again are looking for more. They just don’t want words on paper or ideas in the hallways. They want actual real entanglement of the purpose of the business.
Some of you right now might be scratching your head wondering where these people are because right now your business might just be employing headcount and not talent aligned to a “Purpose.” Thus, you deal with all kinds of additional distractions from higher turnover to absenteeism and the list goes on. In some cases, the leaders have elected to prioritize “Purpose” at the lower end of the importance strategies because they are consumed in the results of not having one and would rather deal with something that makes them feel like they are doing something. They elect to brush this off as soft and intangible. This simply keeps the revolving door swinging as they follow dollars out the door on recruiting, hiring, training, more turnover, etc.
This week, decide to take a hard and definitive look at how not just having a “Purpose” could radically change the future outcomes of your business but embracing it like the future of your organization depends on it like lifeblood.
Time to engage a Promise Guide from JKL Associates to assist you and your organization to a future rooted in Purpose to build an organization of successful contributors realizing their full potential and self-worth. Call MI (313) 527-7945) or FL (407) 984-7246 to get started.
Journey On!
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Celebrating 30 years of Delivering on “Promises”
