Being truly purpose-driven, every day

Purpose. It’s what drives us and motivates us, individually and collectively.

These days, almost all companies have a purpose. We hear a lot about purpose-driven companies. Research finds that it’s a major differentiator, and a competitive advantage. But it’s not enough to print the words on a poster.

Is your purpose real, and aligned to your brand? Does it truly drive decisions and investments? Most importantly, does your purpose get every employee to jump out of bed each morning and go to work? Unfortunately, most likely not.

At lululemon, our purpose is “to elevate the world by unleashing the full potential within every one of us.” As we co-created our purpose last year, we intentionally kept “every” and “one” separate, recognizing that the power of each “one” of us is where our magic happens.

To perform at the highest levels, people need to see how they fit as individuals into a company’s greater purpose. This best starts with understanding their own purpose. At lululemon, from our first day of onboarding, it is a regular practice for every employee to find their self-purpose and embrace and encourage self-discovery. We start with each of us identifying our core values and painting a long-term vision for the person we will be in the future (e.g., over the next 5 or 10 years.)

This exercise is not without risks. Supporting and helping our people explore and determine their own purpose in life is not easy nor simple. And some may choose to leave the company in the future. But what a powerful gift to share—and an irrevocable connection—as that person continues their journey. It’s also a wonderful way for leaders to connect with their people on a deeper level.

When an employee sees their purpose and the company purpose align, it can be almost magical, where they propel each forward. The two don’t need to be mutually exclusive at all. In fact, it can unlock true engagement and alignment, and drives the business outcomes you’re aiming for. This was gloriously evident two weeks ago, as we brought together 1,100 of our global leaders from across the company at our annual Leadership Summit.

What was most meaningful was our time spent together on purpose, vision and goals, as we continue to evolve the approach that has been with us since our start. Words really do matter, because we see ourselves in making it happen.

Our purpose and setting goals—both personal and professional—are part of our daily life, and that’s been a huge part of our success over the past 20+ years. Development truly can happen in every moment through ongoing learning from peers, team members, and, importantly, guests.

For those looking to create a shared experience for your team, here’s some advice on how best to keep the focus on being purpose-driven:

1. Set aspirational company goals. Focus on goals that speak to your purpose and build upon your success. When created powerfully, people come together and rally around the company’s, or the department’s, goals. Every person can then align around the path forward and their role in the work to achieve these goals—in a way that keeps your purpose front and center.
2. Invest in the whole person. Tap into what each member of your team deeply cares about, and what their vision and goals for their future entails. Work to create a space for connection on a deeper level, and, as the leader, be sure to share your own goals and show a level of vulnerability. Investing significant time in this work pays off in ways far beyond hopes and expectations.
3. Nurture your culture. The most thriving cultures create and sustain an environment for personal, professional and company growth, while also bringing out the best in the organization. When united by purpose, you can encourage each person to pursue their self-purpose, and make engagement and connection core to your culture, which will power your growth in untold ways.

With our 2023 goals and metrics, we have created a distinct and defined direction for the company, with everyone working in unison. We’ve set tangible targets through our Power of Three growth strategy—to double our men’s business, double our digital business and quadruple International. These are big goals for lululemon that require every one of us to stand in our purpose and ensure we stay true to who we are, as individuals and as a company.