Strana 10
HOW TO COMMUNICATE COMPANY‘S MYTHICAL PURPOSE AND WHERE TO FIND IT? – PRAM Consulting s.r.o.
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from the company’s purpose?
First, they need to clearly
identify who their stakeholders
are, what they need, and how
the company could help meet
those needs. Such a view of
business goes beyond the
four walls of the company and
mobilizes all stakeholders
to achieve the corporate
purpose. Business is then
viewed as an ecosystem
based on the mutually
beneficial interdependence
of all stakeholders. At the
heart of this system are the
employees. It is they who
create and develop authentic
relationships both within
the company and with all
stakeholders.
To do this, we need to reject
business as a zero-sum game.
Brian Chesky, co-founder and
CEO of Airbnb, puts it nicely:
“This idea that for one
stakeholder to win, another
has to lose is, to me, bad
design. I always think like
a designer. Design is not
the way something looks;
design is how something
works, and something
works best when it works
for the largest number of
people.”
5. Choose the right level
of ambition
A company’s purpose should
be neither too ambitious
nor too modest, but just
ambitious enough. A goal that
is too disconnected from the
company’s core business or is
so broad or vague that it could
apply to any other company
is likely to remain an empty
statement. At the other end of
the spectrum, a purpose that
describes what the company
is already doing, rather than
addressing an unsolved
problem, is unlikely to change
much or inspire anyone.
Business is then viewed
as an ecosystem based
on the mutually beneficial
interdependence of all
stakeholders.