When an organization views its purpose as a commitment they are working toward, its impact can be far-reaching both internally and externally. A successful implementation process requires a purpose-based business strategy where the proposed shared values are made explicit.

An organization’s purpose statement clearly demonstrates what it stands for. It should not be a branding exercise, nor should it be intended to capture more market share. It is about the direction that orients an entire community of people toward an aspired future by undertaking a period of authentic discovery modeled on the organization’s values.

Employees need to understand what the company’s purpose means for them and how it connects with the business strategy. They need to explain it in their own words without changing the meaning. When employees feel integral to this experience, there is alignment with the organization’s purpose. If not, they will experience heightened stress or other well-being concerns and likely leave the organization.

Leaders who demonstrate curiosity to listen.

Organizations that have a deep sense of purpose and have achieved alignment with their employees’ purpose have a more engaged workforce that is whole-heartedly and fully involved.

❝ [Organizations] are truly made up of people.
So, if you want people to be fully engaged, really committed
… what you need is not simply their hands …
… but their head, heart, and hands …
It takes a commitment, usually to a shared mission and this thought
of a compelling vision that they’re looking toward.❞  ~ Shundrawn

Without good communication and implementation, an organization’s purpose will ring hollow. Communication is vital, linking the organization’s internal identity, actions, and stakeholders to its external identity, actions, and stakeholders.  Listening for actual or potential value alignment with colleagues allows them to feel seen and heard, which are different skills than those required for a tactical or strategic meeting.

Creating a safe enough space for colleagues to speak up and reinforce the organization’s values is key. Building these psychologically safe teams goes hand in hand with creating positive, ethical, and purposeful environments. As leaders, understanding what your colleagues are really all about is key to curating a purpose-driven organization that effectively engages all employees.

Coleman states, “corporate purpose is deeply connected to the ability of individuals to achieve greater meaning and engagement in the organizations in which they work. And for leaders who care about the well-being of their employees, and individuals who want to thrive at work, there is little more important than that.”

The happy-side benefit of aligned purpose is a flourishing, engaged workforce that knows what their organization stands for and supports it.  This is deeper than the messages listed on your website. It means prioritizing and following through with practices that willfully interrogate the actions and behaviors which support the stated values and tweaks flawed or outdated practices that no longer serve the organization. Purpose makes a difference in companies only when it changes how people operate.

How is your organization living its purpose?

I recently learned about Tony’s Chocolonely vision and was moved by its commitment to producing 100% exploitation-free chocolate. While your organization might not be in the chocolate business, its purpose can be equally dynamic, guiding internal and external stakeholders’ daily actions. This example is provided for your consideration as your think about your purpose statement.