Making purpose matter

This article is brought to you by BRIDGE.

Merely having a purpose isn’t enough. To make a real difference, organisations need to make purpose matter for employees, customers, shareholders and partners.

Purpose describes the positive difference an organisation is committed to make in the world - a unique manifestation of its reason for being. It is often deeply rooted in an organisation’s story and history.Conscious, purposeful organisations attract and retain talent and make more money. Making a difference through their work is important for everyone, but this becomes increasingly important as Gen Z, who are driven by a higher purpose, enter the workforce. Customers would deeply miss a truly purpose-led organisation if it ceased to exist.

So how do you make purpose matter for your organisation? Here are the three phases along the journey to purpose:

Discover your purpose

• Set out an ambitious plan that excites, disrupts and inspires in equal measure.
• Ensure it is clear and actionable.
• Make sure it captures the 'sweet spot' of your organisational capabilities, consumer needs and societal needs, unlocking the energy of your organisation.

Connect to your purpose

• Identify the big opportunities that your purpose makes possible.
• Be clear about what it will take to deliver these opportunities.
• Ensure you transform mindset, fuel ambition and energy for change, and build capability within your leaders.

Live your purpose

• Purpose comes alive when anchored to strategy and culture.
• Work with top teams and leaders to ensure they are aligned, committed, and actively role modelling your purpose.
• Activate your purpose in brands/functions and personalise for each employee.

Once purpose has been made relevant and credible, leaders find that their business is more commercially successful and is having a positive impact on its stakeholders and the wider world.

 

At Bridge, we develop the organisational mindset and capability to make this a reality. We’ve recently launched 'The Purpose Journey', an event series which takes the audience on a journey towards making purpose matter.

To find out more, visit our website.

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This content first appeared in the June-July (Singapore) special Learning & Development edition of Human Resources magazine. Read the magazine out now!