The power of purpose in action

In the last of my series of four purpose blogs, I felt it was important to reflect on the week that has been.

EY has been holding our #EY #FutureRealised at Cockatoo Island in Sydney.  Over the course of the week we have had the absolute privilege to learn from inspired leaders like Sir Bob Geldof, Alan Joyce, Stan Grant and Julie Bishop. We have also been able to participate in a number of immersive sessions across topics including Purpose, Leadership, Innovation and Trust. 

It was unanimous that we have never been in a world where the trust deficit is so low and our world is such a fragile place - political instability and unprecedented change everywhere we turn.

My strong belief is when we are crystal clear on our purpose, it is the ultimate guiding light to move us forward constructively. Our leadership behaviours and values will be informed and clear, our choices and decisions for innovation will be obvious and restored trust will be the outcome.

For me the most powerful part of the session was in Sir Bob’s session when he described the moment he found his personal purpose. The chain of events started with Sir Bob watching a BBC report on Africa one day in 1984 where journalists had stumbled upon a town in Northern Ethiopia where literally hundreds of thousands of people just sat down to die.  The report was absolutely devastating and the response required something of self.   So Sir Bob rang a friend in another band and the rest is history. That was Band Aid which became a massive phenomenon and eventually raised $200 million in 1985.

In the weeks following Band Aid, his young child sitting upon his lap, just weeks after being thrust into the Live Aid leadership role, he knew this was not just a point in time crusade - but his life Purpose. He described the moment as a white burning light of clarity. He had to dedicate his life to preventing the set of circumstances that had led to people dying in a world of surplus.  The situation was not only intellectually absurd, economically illiterate and, of course, morally repulsive - it compelled action of self - permanently and absolutely.

I also found incredible how he described what followed. Once his purpose was clear and his commitment to it absolute - the most amazing connections, paths and opportunities continued to unfold and endlessly present in front of him and continue to do so.

I find this constantly in my role as EY Purpose leader for Oceania. Whether I am speaking to a client about discovering their personal purpose or activating their organisational purpose, or even a member of my team or fellow Partner in the firm - the more we share, honestly and truthfully, what lights our fire, the most amazing outcomes unfold.  

Hundreds of people pinned action cards on our commitment wall at FutureRealised and this leaves me in awe to have touched so many people profoundly enough for them to commit to act on their purpose!

And to top off an already epic week, just yesterday we ran a Purpose Leadership session for a client and I watched in awe as the team members shared their personal purpose with the broader team for the first time. It was clear this discussion laid the foundation to enable them to execute their corporate purpose. By sharing and aligning their personal purpose to the organisation purpose they have unleashed the passion to fuel its execution, their values will inform their behaviours, and strategic goals will focus their energy.

I think it is best to sum up the week in the words of Roy T. Bennett, “If you have a strong purpose in life, you don't have to be pushed. Your passion will drive you there.” 

― Roy T. Bennett, The Light in the Heart