Acerca da importância de um propósito

"Organizations need a clearly articulated purpose statement that answers these questions: What is your reason for existing? What value are you giving your customers? Why is your firm uniquely capable of providing it?...
A truly powerful purpose statement is one that achieves two objectives: clearly articulating strategic goals and motivating your workforce. These objectives are important individually and synergistically. When your employees understand and embrace your organization’s purpose, they’re inspired to do work that not only is good—and sometimes great—but also delivers on your stated aims.
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Indeed, it’s hard to imagine how your employees can perform if they don’t understand your company’s purpose. How can they come to work every day ready to further the business if they don’t know what your organization is trying to accomplish and how their jobs support those goals? Yet in a recent survey of more than 540 employees worldwide conducted by PwC’s strategy consulting business, Strategy&, only 28% of respondents reported feeling fully connected to their company’s purpose. Just 39% said they could clearly see the value they create, a mere 22% agreed that their jobs allow them to fully leverage their strengths, and only 34% thought they strongly contribute to their company’s success. More than half weren’t even “somewhat” motivated, passionate, or excited about their jobs.
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At companies that have clearly defined and communicated how they create value, 63% of employees say they’re motivated, versus 31% at other companies; 65% say they’re passionate about their work, versus 32% at other companies. And these purpose-driven organizations reap substantial benefits: More than 90% of them deliver growth and profits at or above the industry average, according to Strategy& research and analyses.
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Although those questions are quite intuitive, we know from experience that many senior executives are not adequately addressing them—either because they don’t fully appreciate the importance of purpose in strategic planning, because they are too focused on short-term financial performance, or because addressing these questions shines a light on fundamental corporate vulnerabilities."

Trechos retirados de "Why Are We Here?"