If your purpose is distracting, you’re doing it wrong

Leaders love the positive aura that a purpose can create around a brand. Yet many may still view purpose as something that is ancillary to the organization, rather than residing at the core. In these organizations, it can get relegated to the same category as the Corporate Social Responsibility (CSR) program. It’s considered a nice thing to have, but also viewed as a potential distraction.

The purpose-washing hasn’t helped things

There has been some blowback around purpose. It was bound to happen. Everyone got excited about the promise of it. That fired up the bandwagon. As a result, we saw organizations try to shoe-horn a purpose into their message. And it wasn’t just obscure brands. In fact, I think we saw the problem begin when Pepsi tried to exploit purpose in their infamous commercial.

All of this may be causing hesitation. While it is good to evaluate the authenticity of your purpose, it’s a strategic blunder if you let it cause you hesitate and question the value of embracing a purpose.

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What your brand may be missing

If you worry that your purpose could be a potential distraction, then it’s time to reevaluate. Your…