Connecting Stakeholders to the Purpose of Projects: A Guide for Expert PMOs

In today's fast-paced business environment, simply setting project goals is no longer sufficient. Organizations must connect their stakeholders to the deeper purpose of their projects to achieve sustained success. This article explores how expert Project Management Offices (PMOs) can bridge the gap between objectives and purpose and provides real-world examples of organizations and project managers who have excelled in this area.

The Power of Purpose

Understanding the Why

Employees often connect more deeply with a mission that transcends numbers and targets. While metrics like reducing returns by 10% or increasing sales by 12% are important, they resonate more when linked to a broader mission. For example, Apple's purpose of "enriching people's lives" inspires their teams to innovate and improve people's experiences worldwide. This emotional connection to a larger cause drives employees to exceed their everyday roles, contribute proactively, and stay engaged in times of crisis.

Case Study: Coca-Cola

Coca-Cola is more than just a beverage company. Their commitment to "refreshing the world" aligns their operations with a purpose that involves happiness and connection. This purpose fosters a passionate workforce ready to work toward these ideals, leading to higher customer satisfaction, brand loyalty, and a globally recognized identity.

Practical Steps for PMOs to Connect Stakeholders

1. Convert Business Goals to a Powerful Purpose

Every project starts with goals, but transforming these into a compelling purpose is key:

• Delta Air Lines' Example: While their basic purpose is passenger transportation, their ultimate aim is "creating opportunities and fostering understanding." This perspective transforms their operations into meaningful engagements.
• Action Step: Continuously ask, "What impact does this have?" until you distill the essence of your organization's purpose.

2. Embed Purpose into Organizational Culture

Purpose should permeate every facet of company operations:

• Stryker Corporation's Strategy: Beyond manufacturing, they focus on the lives impacted by their products, making their work purpose-driven.
• Action Step: During events, highlight impactful stories rather than just performance metrics to reinforce the company's mission in employees' minds.

3. Utilize Purpose in Times of Crisis

Purpose acts as a guiding light, especially during a crisis:

• When challenges arise, organizations like Delta and Coca-Cola leverage their articulated purpose to motivate teams and maintain focus.
• Action Step: Regularly communicate stories of how employees have upheld the company’s mission during challenging situations and crises.

Examples of Success in Project Management

Inspirational Project Managers

Certain project managers excel by clearly aligning their teams with the project's purpose:

• Case Study: A project manager at a tech company might integrate team-building exercises that relate team roles to the company’s mission of "innovating for a sustainable future," which increases motivation and coherence.

Team Connectivity: Real-World Example

Consider a construction project manager working on sustainable building initiatives who continually emphasizes how each team member's work contributes to environmental conservation efforts. This not only spurs individual performance but also cultivates a cohesive team environment driven by shared goals.

Conclusion

For a PMO, the ability to connect stakeholders (including employees) to the purpose of their projects is crucial. The drive and commitment stemming from a shared sense of purpose can transform organizations, as seen in examples like Apple, Coca-Cola, and skilled project managers worldwide. By converting goals into a compelling narrative, embedding this purpose into your organization’s culture, and leveraging it during challenging times, you set the stage for extraordinary achievements. Emphasizing the 'why' behind the 'what' fosters engagement, motivation, and a unified approach to reaching strategic objectives.