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HOW TO COMMUNICATE COMPANY‘S MYTHICAL PURPOSE AND WHERE TO FIND IT? – PRAM Consulting s.r.o.
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possible – nothing bad about
that. But in today’s world,
most stakeholders, internal
and external, want to see the
company they support be
aforce for good in some way or
another. They want to believe in
what they do, invest in or stand
behind.
If we want to excel as leaders,
we cannot do without
apurpose. It helps a company
navigate in achanging and
unpredictable environment
and deliver higher and more
sustainable performance.
Indeed, the purpose
– if explicitly explained – is
the guide that helps an
organization find its voice
in the public debate.
In case you don’t have
apurpose coded right into the
company’s DNA, you will have
to surface what the leadership
believes in and identify the
value the organization delivers
to all its stakeholders. This used
to be straightforward because
leaders saw their stakeholders
as a tightly defined group.
And they saw the good they
did as an implicit part of what
they did. But the future world
has much more complex
expectations. The world of
work now embraces the world
outside work.
Hubert Joly, former chairman
and CEO of Best Buy and
alecturer at Harvard Business
School, sums up how to do it
nicely in his article Creating
aMeaningful Corporate
Purpose (Harvard Business
Review). According to him, the
following five aspects need
to be considered to define
astrong corporate purpose.
If we want to excel
as leaders, we
cannot do without
apurpose.