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Are you passionate about the difference your brand can make?
I have started conversations with organizations that believed they needed to clarify a purpose because it was what other organizations were doing.
Now, I believe anything that furthers the growth of purpose among organizations is commendable — even if, like in this case, the reason to pursue a purpose was shallow. At least it opens the door for the organization to discover what purpose could do (beyond helping you keep up with what other organizations are doing).
The challenge is the expectation. The organization embarks on a journey to clarify a purpose with a primary goal of the gains it will yield. It may even justify it by pointing to other organizations.
“They clarified their purpose and saw an increase in employee engagement and even a lift in sales.”
If you’re more focused on what it will do for you as opposed to what you can do for others, you will be disappointed. Your results just won’t be as good as that other organization you are trying to mimic. Because the market will sense your motivation.
Or maybe I should say it will sense an absence of passion.
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