The Foundation of Good Organizational Cultures Is Unique Purpose

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    • purpose driven culture

    How To Define Your Purpose And Have Unique Culture

    If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of organizational culture. And it is for this reason that so few brands have organizational cultures based on purpose. Instead, almost all the organizations we see stop at visions and mission statements.

    Purpose is the Foundation of Organizational Cultures

    Why is purpose the necessary foundation for the right organizational cultures? The answer is clear. When culture is based on purpose, that purpose informs strategic, business and financial decisions. It becomes easier to see what decisions to make in the context of your organization’s purpose.

    Organizational Cultures Demonstrate Purpose in Action

    Let’s say you are a membership organization and your purpose is to serve your members. Assume you are in the meeting where you prioritize capital investments and you are looking at two technologies. The first aims to build a solution that will scale a product to reach more members in remote places. The second aims to make one event very effective.

    With the purpose of serving members top-of-mind, it is easy to make the call and choose the project that impacts more members. On the other hand, if you had a vision statement, the choice might have been open to interpretation and internal political debate.

    Purpose is deeply connected to the human side of business. As such, it is much harder to argue with.

    Employees are Motivated by Purpose

    Purpose driven culture also helps to get your employees to buy in to your vision. Purpose is inspirational. It is personal. It is also based on values and, as such, can transcend the gap between work and personal life.

    When your organization is purpose based, your employees who connect with that purpose can bring their authentic selves to the job. They can be themselves. In turn, this makes them feel more connected to the organization. That naturally elevated employee engagement turns your employees into ambassadors of your brand.

    Mission Statements are Not Enough to Create Organizational Cultures

    There is no mission statement that can drive the loyalty that purpose can. Big brands often forget that, and they spend more time in the boardrooms talking about strategies. Strategies come and go. Purpose is permanent. An organization with purpose can easily survive changes in management and changes in the market. Even though leadership might change, purpose stays forever.

    Purpose Drives Hiring and Retention

    With purpose based culture, even recruiting is easier. Candidates that share the passion for your purpose naturally demonstrate that in their interviews. It is much easier to spot and hone in on that in an interview than it is to test vision statement buy-in.

    Although purpose is much harder to define and it may take a little more soul searching, taking the time to do so early on is the best investment when you launch your organization. The ROI of that time is eternal and may well save your company’s life down the line.

    If you need a thought partner on getting to YOUR right answer, we are always here to help!

    Liliana Petrova

    Published on 02/20/2019
    leaders act on behalf of their customer - organizational culture quote the petrova experience

    Organizational Culture and Access to Information

    By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet.  It is about leaders expressing values, and the action guidance their cultural behaviors provide.

    by 03/21/2019
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    Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments

    Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.

    by 08/15/2018
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