I've been thinking...Purpose

There is lots written about Organisational Purpose its value and what impact it has on the success, or otherwise, of a business. JFK and the Janitor is a story that I think reflects organisational purpose and its connection to the workforce. The story goes that JFK, while visiting NASA in 1962, came across a janitor in the hallway carrying a broom. JFK stopped and asked the janitor what he did for NASA, the reply, I am helping send a man to the moon. Reflecting on this, it tells a story of a man who understands the importance of his role in the wider purpose of the organisation, to me it also clearly reflects that NASA held the role in high esteem and valued the mans contribution.

A similar story is told about an event some 300 years before JFK was at NASA and that is on the construction site of St Paul's Cathedral, the architect, (Sir Christopher Wren), unknown to the construction gang, asked three different workers what they were doing and got 3 different responses, cutting stone said one, earning three shillings, six pence a day said another. The third proudly announced he was helping Sir Christopher Wren build a great cathedral. Little did he know he was actually talking to Wren. This story reflects more on the individual who has his own purpose in life and valued the work he did. He was proud of the work he was doing knowing that it was leading to an outcome that would benefit many.

I have referenced these stories before as I think they provide a great backdrop for business owners to consider their own situation in terms of their Purpose and how they integrate it into everyday life with the workforce that labours for them.

Strategic Purpose has its roots in organisational ownership, governance, ethics and corporate social responsibility (not to be confused with ESG). It's aim, to articulate how the business makes a difference and for whom.

• Organisational ownership or structure takes a number of forms whether public corporations, entrepreneurial businesses, family businesses or state owned enterprises, each is different, with their own approach to Purpose. Of course there are other structures such as NFP's, partnerships and employee owned entity's.
• Governance - No single or agreed definition, but a collection of agreed words and phrases provide some guidance. "Systems by which companies are directed and controlled", "framework of rules, relationships and systems and processes within and by which authority is exercised and controlled..." (IoD Four Pillars of Governance Best Practice)
• Ethics - The character, behaviour and decision making by individuals and corporations. The first challenge is to identify when you are faced with an ethical challenge. This is followed by making a decision about how to respond, committing to that response decision and following through with moral character.
• Social Responsibility - A social conscience, self regulated qualitative measures aimed at promoting a brand and its sustainability efforts. Fast being overtaken by ESG which is a more quantifiable set of measures generally used by investors to determine levels of sustainability.

I have been thinking about Organisational Purpose and how organisational purpose can create connection with stakeholders.

• Bring your Purpose to life in the business. Don't just have your purpose displayed on a poster in the boardroom or written on the front page of the induction booklet. Explain it to those that work in the business and not only that but explain how their job helps with the achievement of the Purpose. And repeat it again and again, make it visible every day.
• Make sure those in leadership and management roles are aligned and living the purpose. Given that Purpose is influenced by Ethics, I reflect on the difference between a Moral (ethical) Person and Moral (ethical) Manager (Leader). Put simply its about walking the talk. Its all very well to discuss Purpose in the Boardroom, but if you want all of your stakeholders to live the Purpose then it has to be lived in the organisation every day. If stakeholders connect with your purpose it can be very influential. Tell stories about ethical decisions that have been made in the business.

I attended an event recently where the speaker discussed how the business they were involved recruit people not based on their technical ability, but more on their fit with the organisations purpose.

Don't just hope the right people will want to work for you, seek them out. He manako te kōura i kore ai, (Wishing for the crayfish wont bring it).

What are your thoughts?