Purpose. It’s a trending topic for businesses today. A quick Google search of the phrase “company + purpose” produces a whopping 1,030,000,000 hits. Harvard Business Review has published literally dozens of articles on the subject in the past 12 months alone. And leaders across the country – and the world – are paying attention; working to figure out what role purpose should play in their organizations and in their cultures, because this topic is becoming increasingly near and dear to their employees’ and customers’ hearts.
Think of the last time you bought a product you were very excited about. Maybe it was the iPhone 6 with its sleeker look, improved features and screen size that forces you to buy pants with bigger pockets. Maybe it was the Lululemon yoga pants that are comfortable and stylish at the same time. Or maybe it was the new driver that you think will help your golf game and knock a couple of strokes of your handicap. What did you feel when you bought those items? Probably a sense of excitement, a sense of anticipation and maybe even a sense of pride and emotional attachment
Now, let me ask you how you felt that last time you were exposed to the strategy of your organization. Did it feel similar to some of the emotions triggered above? Or did it feel more like that class in college with the really boring professor … where you tried to retain just enough information to pass the test or sound intelligent if called upon? If it is the latter, you are unfortunately not alone. Engaging employees in strategies is simple not done well in many companies. Yet these same companies are often great at launching new products or services to their customers.
A lot can be gleaned by how we launch products and services effectively and applying it to how we launch and implement our strategies. I believe it is one of the most cost effective ways to improve organizational performance available to companies today.