Clarifying your purpose helps you identify the difference you will make in a life, a community, or even the world. Keeping this Big Audacious Meaning at the center of everything you do unlocks the potential for you to create solutions that can become irresistible.
Here’s what a focus on purpose does to make that happen.
- It shifts your focus to others. The idea of making a difference changes how we look at our organization. It’s no longer the organization first. It puts our stakeholders first — whether that’s customers, associates, constituents, or all of the above. This makes us very attractive to those stakeholders, After all, our primary focus has become them.
- It emphasizes serving. By definition, a purpose naturally focuses you on those you hope to serve. ‘Serving’ is at the core. As you clarify your purpose statement, you’ll discover that the language is less about your organization and more about the difference you make in a life, a community, and maybe even the world. This service orientation is an undeniable outcome of clarifying your purpose.
- It invites others to join your efforts. There are many additional benefits that ripple out from clarifying a purpose. Some are expected. Some are wonderful surprises. One of those is the potential for the organization to invite those that it hopes to serve into the pursuit of the purpose. Some organizations are surprised that those that were once prospects are suddenly engaged with the purpose and even advocating for it and your organization. It is an interesting byproduct of the purpose process. But it makes total sense. People are yearning for a sense of meaning. And they will be magnetically drawn to an organization that shows them that they can be part of something bigger than themselves.
Clarifying a purpose can do so much to help anchor and unite an organization. And that’s just the beginning. With a powerful purpose revealed, the organization can go on to develop those solutions that are focused on others, designed to serve, and naturally positioned to invite all to join in the purpose that you pursue. In other, solutions that are irresistible.
Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail — a brand innovation company, helping organizations find their unique, undeniable and unshakable sense of purpose and create innovative experiences that bring it to life.
Originally published at https://www.dansalva.com on June 11, 2020.