"When firms (or persons) assert a purpose, they have to choose between aspiring to help others, and seeking their own self-interest.
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The largest and most successful firms in the world today... are explicitly obsessed with delivering value to customers,
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It’s easy to become cynical about business, when we hear outrageous claims made for their products, and the stretching of the truth of how socially responsive their regular business is.
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Many firms try to strike a balance between exploitation and exploration. The firm is “built to minimize risk and keep people in their boxes and silos,” as business school professor John Kotter writes. People “are working with a system that is designed to get today’s job done—a system that asks most people, usually benignly, to be quiet, take orders, and do their jobs in a repetitive way.” Such a workplace can never be life-inspiring. The answer though is not to add an extraneous purpose on top. The firm has to make co-creation of customer value the central thrust of everything the company does.
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Managing a big firm today is driven by figures and statistics, for which high-powered brainpower is the sine qua non. Yet such dry analyses are missing the dimension that is necessary to excite customers. Firm must activate their own hearts if they wish to reach the hearts of their staff and their customers and create life-inspiring firms. The brain alone won’t get the job done."
Trechos retirados de "Six Steps To Creating A Life-Inspiring Corporation"
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