A lightly edited extract from an article by John Izzo Ph.D. and Jeff Vanderwielen Ph.D, authors of their forthcoming book: The Purpose Revolution: How Leaders Create Engagement and Competitive Advantage in an Age of Social Good .:
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Why are some leaders effective at truly engaging with their teams? And why do many, despite their best efforts…can’t get the whole team rowing in the same direction? We found that to create a common goal, it’s vital to ramp up your purpose as an organization…
…A recent Ernst and Young/Harvard study shows that most senior leaders and business owners see the value of being purpose driven and most likely have a set of personal values leaning toward the decent-human-being side of the equation. Yet in our experience, most businesses, small and large, have leaders who are losing at purpose – or at the very least are failing to achieve the high levels of engagement with their staff that they intend to build…(they) spend an inordinate amount of time focused on the numbers side and beating their competition, without truly embracing the balancing force of purpose…often too busy with noses to the grindstone, working in the business instead of on the business. But why spend countless hours working, if you haven’t truly figured out why you’re doing it? Your employees are asking themselves that same question every day.
…In working and speaking with hundreds of company leaders, HR representatives, and employees at all levels, we’ve found that for your company to be successful in the long run, it needs to stand for something, and that something needs to be authentic! Winning companies start with their true purpose, a higher reason for being as the foundation of their organization…
A company focused on purpose can make money, but profit can’t be the primary focus. Employees need to work for something greater, to feel like their job roles fill a larger need in society…employees care about being on a winning team, they want the company to make enough money to keep jobs secure and want opportunities to contribute to making better products and services and their organization be known in the market-place for the same…They want to feel proud about a job well-done…
Great leaders are successful in activating this purpose.
If your company is engaged in construction, your worker’s real purpose is creating a safe home for people to live in, not fastening pieces of wood together. And a happier, more engaged worker is better for the bottom line. Research shows that companies which activate purpose are even more profitable than those that don’t. So ask yourself if profit or purpose is the main driver in your organization?
Purpose is NOT About Marketing
A reason leaders fail to engage their teams through purpose is because they treat purpose as a marketing program, just any other plan to win talent and customers. They ask, “Isn’t it OK to simply focus on the fact that employees and customers want us to have purpose and therefore we ought to pursue it like we would every other business strategy?”
The fact is that people see through the focus on purpose solely for the sake of business, instead of a greater goal. We have worked with more than 500 companies around the world, and it is obvious to us that employees can detect the difference between purpose that is genuine and purpose that is forced and purely about looking good as a business. The same is true for individual leaders. Our people can tell when we’re not into purpose and care mostly about the numbers, even if we don’t intend to communicate that.
We believe the Volkswagen emissions scandal came about because VW used purpose as a marketing strategy, not a core belief. The decision to deceive regulators on emissions from diesel cars was likely made because VW’s focus on clean vehicles was a strategy that worked for promoting and selling their vehicles as “clean alternatives.” If they actually had a purpose-focused desire to reduce air pollution and greenhouse gas emissions, they would have fixed the technology instead of lying about it!
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Source: The article appears here.
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