Aligning Purpose and People: A Blueprint for Organizational Success

Introduction: The Missing Link in Organizational Purpose

Leaders, do your employees know the 'why' and the main values of your organization? Employees, do you know the 'why' and main values of your organization? Most of the time, the answer to that question is no. I had a friend who told me they had a consultancy company come in to develop a purpose statement about a year ago. I said, "That's awesome, what is it?" He laughed and said, "I don't remember, but it was a great and expensive experience." He was head of accounting and told me that they spent a good amount of money to go on this two-day retreat. But why didn't it stick? The purpose and values of an organization must be ingrained in every aspect of the business, from leadership to the front-line employees, to truly make an impact.

In the dynamic world of business, understanding the core purpose of your organization is paramount. Simon Sinek Start with Why emphasizes the importance of identifying your 'why'—the driving purpose behind your organization. On the other hand, Jim Collins' Good to Great advocates for starting with 'who'—finding the right people before determining the 'what' of your business.

These two philosophies, when combined, provide a powerful framework for organizational success. Starting with 'why' helps you discover your core purpose and values. This clarity makes it easier to find the 'who'—the people who align with your values and are passionate about your purpose. Together, these steps lead to a more cohesive and motivated workforce, ultimately driving better business outcomes.

The Power of 'Why'

Creating Social Currency:

Imagine being among the elite leaders who seamlessly integrate these two philosophies. By starting with 'why,' you tap into a deep reservoir of purpose and values that define your organization. This clarity is a beacon, attracting individuals who resonate with your mission and are eager to contribute to its realization. Sharing this approach positions you as a visionary leader, fostering an environment where purpose and passion drive performance.

Embedding Purpose in Daily Operations:

Every time your team embarks on a new project or faces a critical decision, the guiding principles of your 'why' serve as a constant reminder of your collective mission. This embedded sense of purpose ensures that everyone remains aligned, making decisions that reflect the core values of the organization.

Fostering Emotional Connection:

Picture the profound sense of fulfillment and excitement that comes from working with a team that not only understands but is deeply committed to the 'why' of your organization. This shared passion ignites a powerful emotional connection, fostering intrinsic motivation, a culture of trust, collaboration, and high performance.

Showcasing Success:

By making your 'why' and 'who' visible, you create a compelling narrative that others can't help but notice and share. Highlighting stories of how your purpose-driven approach has led to tangible successes makes your organization a role model in the industry.

Practical Value:

Here are actionable steps to integrate this philosophy into your organization:

1. Define Your 'Why': Reflect on what drives your organization beyond profits. What impact do you want to make in the world?
2. Identify Your Core Values: Once your 'why' is clear, articulate the values that support this purpose.
3. Find Your 'Who': Recruit and retain individuals who share your values and are passionate about your mission. Use your 'why' as a litmus test during the hiring process.
4. Empower Your 'Who': Once you have the right people, empower them to come up with the strategies. They will be able to do this effectively because they are all on the same page and have the fortitude to speak their minds and argue constructively, much like the Wright Brothers did to learn how to fly.

The Importance of 'Who'

Alignment with Purpose and Values:

The right people are those who are aligned with your organization's purpose and values. They understand the 'why' and are committed to it. This alignment ensures that everyone is working towards the same goals and that their efforts are cohesive and synergistic.

Constructive Disagreement:

A key trait of the right people is their ability to engage in constructive disagreement. They have the fortitude to speak their minds and argue respectfully to push forward with the best solutions. This is similar to the concept of negative capability, where creativity is found in opposing viewpoints. Yes, the Wright brothers did argue a lot, and their constant disputes were a significant part of their successful collaboration. Wilbur and Orville Wright were known for their intense debates and disagreements, which they used as a tool for refining their ideas and achieving breakthroughs in their work on aviation. Their ability to engage in constructive conflict, challenge each other's assumptions, and rigorously test their theories played a crucial role in their pioneering achievements in flight.

Example from Jim Collins'Good to Great:

In Good to Great, Jim Collins discusses how Kimberly-Clark transformed into a great company by focusing on getting the right people on the bus. The leadership team at Kimberly-Clark was not afraid to engage in vigorous debates and challenge each other's ideas. This culture of constructive disagreement, combined with a shared commitment to the company's purpose and values, led to innovative strategies and long-term success.

Case Study: The PayPal Mafia

The PayPal Mafia is a prime example of the importance of 'who' in achieving organizational success. This group of former PayPal employees went on to create and lead some of the most successful tech companies in the world, including Tesla, LinkedIn, and YouTube. The common thread among these individuals was their alignment with PayPal's core values and their ability to engage in constructive disagreement. They were not afraid to challenge each other and push for the best solutions, leading to groundbreaking innovations and successes.

Conclusion: The Synergy of 'Why' and 'Who'

All of the above examples were organizations/teams that understood their 'why' and had the right 'who' in the right places. The synergy between 'why' and 'who' forms a robust foundation for organizational success. By starting with your purpose and aligning it with the right people, you create a resilient and motivated workforce capable of achieving remarkable outcomes. This approach is not just a strategy; it's a transformative journey towards lasting greatness in the competitive business arena.

As leaders, our challenge is to shift our focus from short-term gains to building the intangible assets that will secure our organizations' futures. By investing in understanding and articulating our 'why' and finding the right 'who,' we can create organizations that are not only successful but also meaningful and impactful.