How to Define a Bigger Purpose Within Your Company
Transcript of How to Define a Bigger Purpose Within Your Company
![Page 1: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/1.jpg)
HOW TO DEF INE A B IGGER PURPOSE WITHIN YOUR COMPANY
B Y K E V I N X U
![Page 2: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/2.jpg)
• There are a great deal of successful companies that don’t have the same type of impact in regards to their industry or surrounding community.
![Page 3: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/3.jpg)
• But the businesses that can define a bigger purpose can put a much greater meaning behind the brand and it’s service.
![Page 4: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/4.jpg)
• Is your company socially responsible with charitable efforts or does your brand serve as a leading innovator in your industry?
![Page 5: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/5.jpg)
• Creating a value that serves more than just benefiting your business is the definition of a bigger purpose and establishing that aspect, here’s how to go about reaching that level of impact.
![Page 6: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/6.jpg)
WHAT DOES CORPORATE
PU RPOSE MEAN?
• Consider how individuals evaluate their purpose and role in the world, companies are looking to define why they exist as well.
![Page 7: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/7.jpg)
• Different from a vision statement, your company purpose should clearly identify the role your company plays in it’s industry and the world, also what difference it makes in people’s lives.
![Page 8: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/8.jpg)
• Who does your business benefit other than its direct consumers? Establishing a bigger purpose brings more of a meaning to your brand name because your company impact exceeds your consumer base.
![Page 9: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/9.jpg)
• A company must make money and add value to the community it exists to serve. But this is merely operating as a viable entity. Existing to make money does not unlock the potential contained in the power of a clear purpose.
![Page 10: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/10.jpg)
• Purpose focused companies used to be a small class in itself, led by names like Patagonia and Newman's Own.
![Page 11: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/11.jpg)
• But today’s market for social enterprise companies has quite a substantial list, including companies like Warby Parker, LSTN, FEED, MiiR, Cleanwell, The Honest Kitchen, Project 7, and The Paradigm Project.
![Page 12: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/12.jpg)
• Purpose driven businesses like to offer consumers the chance to make an impact through the products they purchase.
![Page 13: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/13.jpg)
• Creating a business strategy with the benefit of other communities in mind helps consumers feel a part of your social mission.
![Page 14: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/14.jpg)
• They know their contributions don’t just result in what they’ve purchased but it’s either towards the purpose of charity or in support of a company’s value itself.
![Page 15: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/15.jpg)
CENTER YOUR BUSINESS AROUND YOUR
STRATEGIC PURPOSE
• Purpose isn’t confined to the world of socially conscious startups, implementing your purpose through your company’s service helps define why your business is needed.
![Page 16: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/16.jpg)
• Southwest Airlines is a great example of a company showing their purpose in the world through service.
• The airline was built to make travel more accessible for Americans and they’ve done that with efficiency for the past 40 years.
![Page 17: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/17.jpg)
• Southwest’s purpose of making travel by flight more convenient is shown strategically through every part of their business.
• The airline promotes the mission “Freedom to Fly” through three parts of their business - low fares, periodic flights, ideal customer service.
![Page 18: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/18.jpg)
• Southwest Airlines’ purpose is shown through every function of their business and it’s been beneficial in both profit and customer satisfaction.
![Page 19: How to Define a Bigger Purpose Within Your Company](https://reader034.fdocuments.us/reader034/viewer/2022042722/589ad16a1a28abc93a8b543d/html5/thumbnails/19.jpg)
• Read a similar article by Kevin Xu about “How to Create Open Communication Between Managers and Other Employees".