Purpose includes things like your vision – what you want to become; your mission or strategy statement – your common intent; and your values – what behaviours you will abide by. It serves as a guide for what individuals, departments and organisations do on a daily, monthly and yearly basis. 

A well-defined purpose will stand the test of time, and act as a magnet that draws in the people you want in your organisation. If your purpose is clearly defined and implemented well, it means a lot of decisions made in line with that purpose almost don’t need to be explained. Everyone will understand why those decisions have been made. 

Why is it important for businesses to have a clear purpose? 

The obvious answer is that purpose gives your business direction. It’s like a landmark on the horizon that everyone in your organisation can move towards together. It helps make sure that everyone on all levels of the business is working together towards a common, agreed-upon goal. But also, more and more, people want to feel the work they do is purposeful. That’s especially true today, when we have all lived through a global pandemic, and there is a lot of collective anxiety about things happening globally, such as military conflicts, political unrest, and climate change. 

For many people, their priorities have been crystalised by these events, and they want to feel a sense of meaning in what they do. In particular, meaning is a deep motivator for Millennial and Gen Z employees, who want to see how their personal “why” connects to your business “why”. A clearly defined purpose that is visibly lived out in the life of your business is one way to provide that. 

What practical steps would you suggest for businesses wanting to define their purpose? 

It can help to enlist an external consultant to guide this process, as they will be able to critique and understand your business more objectively. Ideally this person will be completely independent and will allow leaders to take a step back from the day-to-day and think bigger. It should be fun, engaging and a safe environment where everyone feels comfortable to truly share their views. 

Trust and openness are key to a successful consultation. Engage your whole team – from senior people through to newer team members – to canvass a range of perspectives on what your vision, your mission or strategy, and your values should be. Research facilitation methods and tools that are appropriate for your team. (The Culture Canvas workshop is one example worth considering.) 

Throughout the process it’s important to really listen, and take on board the input you receive. This will reduce anxieties around the collaboration process being tokenistic, and help with buy-in and connection from staff later on. It also means the purpose you end up with reflects the authentic aspirations of what those within your business really want to achieve within your business. 

This can be a really exciting journey to go on. In my experience people often will appreciate the opportunity to take a few steps back from their day-to-day busyness and think about why they are there, and gain a better understanding of why other people are there also. The sense that everyone has a part to play in the creation of this purpose is incredibly powerful. 

Do you have any tips for businesses to gain buy-in from staff? 

Hopefully, if authentic listening and collaboration has been part of the process of defining your purpose, that buy-in will be there from the start. The rollout is really important though, there needs to be clear markers for how purpose is going to be implemented in the day-to-day operations and culture and long-term planning of your business. 

Importantly, you need to make sure you are living out your purpose. Always refer back to it when making decisions. Find little ways of celebrating things that are aligned to purpose, for example by starting meetings or training sessions by talking about someone from your team who has embodied the purpose during the past week. 

Remember too, that your purpose is not just restricted to the workplace itself but also reflects your broader social impact. Consider whether there are charities, community groups or other causes your business can support that align with your purpose, and encourage your employees to get involved. 

New starters or people considering coming to work with you should be able to not just hear and understand your purpose, but look at your business and see the ways in which that purpose is being fulfilled, both daily and in the longer-term. It’s one important way to inspire people to want to join your team, and also to encourage those who already work with you want to stick around. 

Need more advice on organisational purpose, including key research and practical tips? Download our free Good Workplace Guide to read more on this as well as six other considerations for attracting, engaging and retaining the best talent for your business.