Most businesses believe they have a purpose, but they’re wrong. They have hollow words they call a purpose. Their purpose has no heart. Their purpose has no guts. Their purpose is simply some statement that has crowd appeal. They state a purpose that is the “right” thing or the “cool” thing to say. Their purpose is a virtuous sentence or two, but it’s not at all a rigorously held pledge. Their purpose is pie-in-the-sky, not ground-zero.
What is Purpose?
A purpose is not a place to get to; it is a place to come from. It’s a path, not a destination. A truly powerful purpose is an energy field that drives the enterprise. An authentic purpose provides the force that constantly adjusts the company’s direction.
The primary role of leadership is to keep the enterprise focused. Are decisions and actions consistent with the purpose? Are assets, including cash, being used to move the purpose forward? Are we hiring and firing people who can fulfill the company’s purpose?
A valid purpose is the very reason an enterprise exists. A binding purpose is the cause, the source, the basis for the company’s being. When a dedicated purpose is present, it is the guiding light — the beacon — that directs the company’s strategy, tactics, targets, and goals.
Without a true purpose, a fundamental element is lost. For employees, when there is a false purpose, there is no greater meaning behind their work — it’s just a job. When a real purpose is present, people are more committed, more intentional, and more devoted. Ultimately, a legitimate purpose is about the greater good, not just about the bottom line. General Electric’s mission statement is a good example: “GE people worldwide are dedicated to turning imaginative ideas into leading products and services that help solve some of the world’s toughest problems.”
A purpose cannot be just words. It cannot be just elegant prose, designed to say the correct thing. When a purpose is just empty words, it has no power. A purpose must be something to which the company is authentically committed. From Google: “Google’s purpose is to organize the world’s information and make it universally accessible and useful.”
Does your enterprise have a true purpose — a purpose that is the core of your company? Your purpose should explain why the company was founded in the first place.
Most of the time, the problem with purpose is that it doesn’t define why your company does what it does, but rather addresses how it does what it does. For me, it always helps to use the “why” analysis to uncover your purpose.
How to Identify Your Purpose
Start off with writing down what your company does. Then ask yourself: “Why?”
Repeat this as much as needed, and start the last sentence with, “Because we believe…” You’ll see that you will get in touch with company’s true purpose.
Here’s is the declared purpose of The DEO:
The DEO provides group-practice owners the networking opportunities, education, and resources they need to build thriving dental groups while enhancing their skills as corporate leaders and effective senior executives.
- Why? Because we believe training and development strongly contributes to individuals and groups in generating a powerful vision.
- Why? Because we believe the DEO provides the greatest volume and quality of resources via its portal, Webinars, coaching, programs and conferences.
- Why? Because we believe that with support, coaching, and resources, dentist-entrepreneurs can make the right choices, at the right time in their business development.
- Why? Because we believe the DEO’s core values and vision are consistent with what is needed and wanted for participants to be successful.
- Why? Because we believe the DEO’s work is transformative.
- Why? Because we the DEO provides a highly developed community that allows the needed relationships for success.
- Why? Because we believe that the DEO has the power to affect the dental industry today and far into the future.
I suggest you do this “why” exercise with your leadership team and get clear on your purpose. Then try it at an all-hands meeting. State what you do, then answer why you do it.
Without an authentic purpose, your enterprise is adrift. A valid purpose gives clear direction to where you are going and why you do what you do.
— Marc
