When you have a core purpose which articulates your point of difference, it enables your survival in a competitive market, as well as producing up to 400% higher revenues and improving effort in individuals who work with you.
So what are the key implications for you as a leader? To maximise the power of a core purpose an organisation needs to adopt a purpose-driven leadership approach which, in turn, will drive customer and employee commitment, trust and loyalty. Does your organisation have a meaningful core purpose which is known and understood by all? Does it clearly articulate your point of difference both to employees and to customers? Finally, how many employees are emotionally engaged with, and totally committed to, your organisation’s core purpose? If only a minority, then how confident are you that the behaviour of your leadership team is aligned to the core purpose? Making ‘Why?’ the most used word in strategy forums creates challenge and a compelling catalyst for aspirational change.