Why don't your people dig your purpose?

Many organisations refresh their purpose statement only to find their people don't dig it! They see little connection between that stated purpose and what they do every day in their role.

Maybe you've seen this play out in your business or workplace?

The back room talk may be along the lines of "we say we have a purpose but we don't actually do it" or "we'd like to but we're under pressure to get results" or "we'd like our team to have a greater sense of purpose but how do we make that change?"

It happens when purpose 'fitness' is lacking.

Compounding the problem is that everyone has their own view of what purpose means to them personally - and it may or may not align with their organisation's purpose nor the career path their managers had in mind.

Unsurprisingly, a McKinsey study has found that 70% of purpose transformations fail.

Don't despair though, there are some shining lights like Unilever, where delivering on its purpose has direct links bottom line growth and competitive advantage. A study into the relationship between purpose and shareholder value by Deloitte included little gems like this:

“...recruitment costs went down by 90%, and attrition is half that of any peer in any market Unilever operates in”

- Leena Nair, former Unilever CHRO

In this day and age, leaders need new skills and tools to deal with purpose at the business, team and individual level - and this includes better understanding what purpose means for their people and the role it plays in their lives.

This point came through loud and clear in the inaugural Purpose Group meeting held this week with executives and leaders across a diverse range of organisations. To help you gather your thoughts, this article has a simple framework that you may find useful.

At the organisational level there are many more questions to ask, such as:

• Is the organisation's purpose fit for purpose (pardon the pun)?
• Do people take it seriously?
• Is there a supportive culture?
• Is a disciplined approach encouraged and rewarded?
• Is it well governed?
• Are incentives aligned to it?

An organisation’s purpose must cascade down through every aspect of the business. A key part of this process involves reviewing and refreshing the corporate purpose statement, and to find out more you are welcome to join this (free) webinar I'm giving on the topic:

The webinar is for the Shared Value Project, to be held?on 3rd March at 1pm AEST, where we will?explore:

• Why clarity of purpose is now critical to business success
• The difference between vision, purpose,?mission and values
• An analysis of 50 company purpose statements
• The 5 essential features of a great purpose statement
• How purpose drives performance and innovation

It's a great opportunity to prepare for your own purpose review process.

Talking Purpose in Business & Life

When Sarah Santacroce became jaded with the manipulative ways of traditional marketing she set out to create a more humane approach, highlighting positive behaviours and outcomes over negative ones.

Talking Purpose in Business & Life explores why people do what they do and the secrets behind how they make an impact in the world, and you can view the full episode or review all episodes .

Purposeful Reading & Resources

What are you reading that's interesting? Here's a couple of articles and books that have caught my eye of late:

• Net Positive, by Paul Polman & Andrew Winston gives a remarkable insight into the secret behind Unilever's purpose-driven transformation.
• Harvard Business Review is about to roll out a Spotlight series on 'purpose' in business - I've checked them out and there's are a couple of really good pieces ... and one or two I find puzzling!
• HR Daily's Why 'stay' interviews could be the answer to the Great Resignation .
• Blackrock chair, Larry Fink's, annual letter to CEOs is always worth a read.
• For something calming, meditative and humorous, try Sylvain Tesson's Consolations of the Forest, which is his account of six months alone in a Siberian cabin! BYO vodka.

International Happiness Day ?? ?? ??

Yep, it's a thing apparently, slated for Sunday March 20th this year. If you'd like to theme a session for your people on meaning, purpose and happiness in that week, my details are below.

Thanks for your attention!

Yours on Purpose

Phil Preston

purpose speaker | facilitator | author | show host

[email protected]

[email protected]

+61 408 259 633