"Leaders instinctively understand the value of corporate purpose. They know that, when it is well articulated, a company’s purpose statement—or the best proxy for it, such as a mission or vision statement—serves as a north star.
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1. Make creating your purpose a strategic exercise, not a communications exercise. Simply put, strategy starts with purpose. Leaders need to take responsibility for crystalizing their company’s purpose, doing so with the conviction that purpose has great power to motivate and clarify decision-making.
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2. Focus on how you earn money, rather than how you spend it.[Moi ici: Recordar a lição de Marn e Rosiello]
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Leaders need to do the hard work of unpacking how their organization creates impact. They can do this by making a meaningful connection between their obligations to customers and investors and the greater well-being of society—and to communicate that connection to their employees.
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3. Identify your special power, and build your purpose around it. When answering fundamental questions such as “What critical role do we play for our customers” and “What would happen if we disappear?” many leaders struggle to find a foothold, particularly when their organizations may not have a meaningful advantage.
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However, we’ve seen that nearly all organizations have some “special power”—unique capabilities that are often unrecognized and can form the basis of a frank discussion about how to scale or transform."
Trechos retirados de "Five ways to harness the power of purpose"
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