purpose-driven businesses

What is your purpose? We’ve heard this question bantered about for quite some time, especially as it relates to business. Without a clear purpose, how do you know what products you will manufacture or who your target audience is? How will you know how to lead your team through the bumps and bruises of daily business operations?

As I work closely with purpose-driven companies, it’s clear to see they are embracing this concept not just as a one-time exercise, but a way to do business every day. Plus, it’s not just the CEO’s who are on board, but entire teams who are looking to support the cause in their individual roles.

Step 1: Ask the Right Questions

Identifying your business purpose and accompanying vision, mission, and values begins with asking some questions. These questions can be in the form of face-to-face meetings, a short survey, or a balanced combination of both. The goal is to find out from each of your constituents how they feel about the company, its current state, and its plans for the future.

Most of my clients utilize a combination of detailed surveys, face-to-face meetings, and facilitated workshops. Surveys are typically deployed to internal team members, while customer interviews secure the balance of the information. Engaged employees and satisfied customers have to be at the center of this exercise.

Step 2: Decipher the Data

Survey responses and qualitative data are compiled, analyzed, and then summarized. The end result is that there should be a few key themes that rise to the top that will serve as the foundation for a future mission statement. For example, does the data point to stellar customer service or outstanding communications between your team and their clients? Perhaps your product or service is the key differentiator.

Whatever the data points to, an important next step is to communicate the results to your team in order to land on those key points that will drive your mission, vision, and values going forward. While there may be a temptation to “be all things to all people,”, this can cause confusion to employees, clients, and future nonprofit partners.

Step 3: Discover Your Company’s Mission

With informed data in hand, it’s time to meet with the teams. While the leadership team is always welcome to attend these meetings, it’s recommended that they simply set the stage at the onset, and leave the rest to the facilitator. This is the best way to secure feedback that is open, honest, and unbiased.

As I facilitate these sessions, I have seen previously quiet employees speak up and traditionally outspoken employees begin to listen to the conversations around the tables. Inevitably, everyone leaves with a sense of ownership in the process. It is this ownership that will drive team members to commit to the company vision on a daily basis.

Step 4: Select a Social Impact Partner

A singular purpose, backed with a vision for the future will be the catalyst that brings about business success. This success, when shared with a thoughtfully-chosen social impact cause or partner, has the power for your business to make a real difference.

With so many nonprofit organizations to choose from, how do you know which is right for you? At its simplest, look for a partner who can benefit from the products or services you offer. Another may be to align with a partner who complements your industry. For example, if you are in the business of manufacturing, perhaps you select a partner who can benefit from your overruns.

The process of identifying your business’ vision, mission, and values is filled with many discoveries – many of which may come from sources you did not expect. However, once the process is completed, the real work comes as you strive to implement on a daily basis. In order to be an authentic company, driven by purpose, your vision must meld into everyday business operations. Then and only then can you see it come alive for employees, customers, and your community.

It’s no secret that the business climate is changing and has been for some time. Whether those changes are driven organically by the market, by world events, or even by changes within an organization, it’s more important than ever for businesses to have a purpose that’s embraced by their team, their customers, and the industry.

Purpose. Vision. Mission. Values. In the past, these were dead words on the walls within your organization. Today, they’re embedded in employee goals, plastered on websites and social media, and talked about at customer meetings. In short, they’ve come alive.

Four Tips to Communicating Your Company Purpose

You may remember the Faberge® shampoo commercial from the early ‘80’s with the famous saying, “and they’ll tell two friends and so on, and so on and so on. “ It was a veritable game of telephone but guess what? It worked! Telling your friends about a great product or service you’ve used is likely to get them to try it. It’s the same thing when communicating your company’s purpose. The more people you tell, the more it will be embraced.

What’s Your Story?

The first step in communicating your purpose is, well… you need to know your company’s purpose and understand that it’s ever evolving! Investing time, money, and resources into the development of your purpose is the first step. If it’s muddled, or your team just can’t get behind it, then it’s time to step back and refine, refine, refine until it resonates with every person around the lunchroom.

Don’t Go It Alone

In the old days, CEO’s would announce, “Here’s our purpose and company mission!” The next day, you had new business cards and screen savers. But you had no say. This is called a “top-down purpose,” which completely misses the mark. Engaging your team, your customers, partners, and vendors in the story makes it richer and more colorful. When everyone has a stake in your purpose, they’ll be more likely to embrace it and tell others. Partner with non-profit organizations that share your purpose and create programs where employees can give back.

Play a Digital Game of Telephone

Now it’s time to get social. Share your story of your purpose across all of your social platforms and other digital channels like e-newsletters, blog posts, and even video. The goal is to get people talking about your company. What’s more important is for you to talk back. Respond to comments on social media. Request that your employees like and share your communications to their circles.

Is It Still Breathing?

Your company’s purpose, its vision, and mission are living things. They need constant care if they are going to make a real difference in your organization’s goals. To keep it alive, check on it from time to time. Does your purpose still make sense for your business? Does your mission need a makeover? This is not a one and done exercise, yet rather a “lifestyle” change that will need attention on a regular basis. Survey your employees and customers from time to time to see if your company’s purpose still “fits”. Their feedback is priceless to ensure your vision stays alive.

If you’re looking to develop or revive your company’s purpose, consider working with a partner whose primary purpose is helping you find yours. Contact us today to learn more.