Higher Purpose in Business

Aug 6, 2020Branding, Business Development, Coaching0 comments

Most definitions of business strategies revolve around the theme of long-term plans of action designed to achieve a goal or set of objectives. Waking up to the higher purpose of your business strategy sets you apart from all the competition. A clear purpose, based on human values, authentic and consistent with the business’ actions, is a cornerstone upon which performance and reputation are built.

Highly effective companies do not just have goals; they have a purpose. Your business strategy obviously must have the financial facts and figures element along with planning components. But does it also include a plan for growing and developing people as part of the business strategy? Or specific strategies to make everyone in the workplace feel that they have a purpose, are making a valuable contribution, or making a difference in the world?

To change people’s behaviors, you must appeal to their hearts; if you want to inspire and engage people, you need to engage their hearts. Doing this will give them a sense of purpose, meaning, and contribution at work.

Achieving your goals requires having people engaged. But how many business strategies have a people focus? No matter what services you provide, make sure your strategy includes people. The goal should be that they want to work with you; they feel the work they do is important and has meaning, and they believe they are making a worthwhile difference in the world–local or global.

Purposeful companies are process-driven. They have defaults but are always looking to improve. Excellence is a continuous process of improvement. This relentless pursuit of excellence (known as growth) is based on having the structures and protocols in place, and understanding you will never stop refining them.

Purposeful companies are always improving what they offer to customers; complacency kills. The truth about “good enough” is that it is neither good nor enough. Phenomenally successful companies focus on innovation. They take feedback from their customers and continuously improve their products and services.

Richard Branson says, “Take care of your employees, and they will take care of your business.” Purposeful companies focus on their employees. This means genuinely knowing your employees, and creating flexible benefits packages tailored to each employee’s needs, making them feel engaged and empowered.

Finally, purposeful companies foster a culture of accountability with lots of communications. This communication must be clear about who is responsible for what, and clearly delineate expectations. This builds accountability.

It is important to recognize that purposeful companies are very profitable. Consumers are increasingly choosing the values of a company over the value of what they are buying from them; this means purposeful and profitable companies are more likely to be sustainable in less time. The great, long-lasting companies never forget their purpose. 

Discover and articulate your purpose. Become great, stay great–and thrive. 


To put your organization’s purpose into an action plan for greatness, contact our coaching team.


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