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HOW TO COMMUNICATE COMPANY‘S MYTHICAL PURPOSE AND WHERE TO FIND IT? – PRAM Consulting s.r.o.
To avoid this, ask if your
purpose is:
• Meaningful. Does it
have real meaning for
people’s lives? Does it
have the potential to make
ameaningful dierence for
all stakeholders?
• Authentic. Does it match
what people in the company
care deeply about? Does
it align with the company’s
values and behaviours?
• Credible.
Does it leverage
the company’s unique
capabilities or assets? Can
the company achieve results
that significantly change the
status quo? Does it make
business sense?
• Powerful. Are the needs
the company addresses
important? How much good
comes from addressing
these needs?
•
Compelling.
Is it clear,
specific and ambitious
enough to inspire and
mobilize people inside and
outside the company?
But formulation is only
the first step. Next, you
need to start putting your
purpose into real action,
and not just in PowerPoint
presentations and on the
company website. The
corporate purpose should
become the cornerstone
of the company’s strategy
and should be embraced by
all employees. Last but not
least, we need to create an
environment where everyone
is able and willing to give their
best to support the purpose.
This is the only way to build
a truly meaningful company,
concludes Hubert Joly.
Do we have the right
corporate purpose?
Meaningful
Credible
Powerful
Compelling
Authentic