The Seven Things to Know About a Compelling Purpose

April 6, 2023

by John O. Burdett

A successful organisation needs a meaningful purpose. In surfacing and delivering your purpose consider the seven ideas that follow.

In business magazines, on webcasts and within leadership programs there is constant reinforcement of the need for a successful organisation to have a meaningful purpose.

As we start to embrace the second quarter of the 21st century, fully meeting the needs of the shareholder, the workforce, and the customer become an undeniable business imperative. Add diversity, inclusion, and sustainability to the mix and you have a pretty good case for stakeholder capital.

And the heartbeat of creating stakeholder value? The organisation’s purpose. It’s the tip of the competitive spear, a rallying cry, a self-sustaining source of inspiration that connects what we do with the why the best of us do it. It’s the high-octane behavioural fuel that drives the team’s emotional engine.

The purpose is why you do what you do. It allows the provider to build an identity in the marketplace such that the right customers are drawn to the product or service offered. It attracts capital. Doing good by being good. It’s the platform around which meaning and a sense of belonging are built. It’s what makes employees go the extra mile.

In surfacing and delivering your purpose consider the seven ideas that follow.

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This article is an extract of content © Orxestra® Inc. The download is available from the TRANSEARCH International website.

John O. Burdett is founder of Orxestra® Inc. He has extensive international experience as a senior executive. As a consultant he has worked in more than 40 countries for organisations that are household names. John has worked on organisation culture for some of the world's largest organisations. His ongoing partnership with TRANSEARCH International means that his thought leading intellectual property, in any one year, supports talent management in many hundreds of organisations around the world. Get in touch with John O. Burdett »

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