The economic environment has changed considerably over the last few years and the expectations of employees and communities are getting higher and higher. Financial performance is no longer enough. The companies must also fulfill their responsibility towards employees, customers and the communities in which they operate. The definition of the company’s purpose has become a key element to ensure its success. It positions the company in relation to its customers and its environment. It defines its responsibilities and gives the company a long-term vision to pursue.
Gone are the days when the purpose was limited to a nice written document. Companies are judged on the adequacy between their purpose and their actions.
A lived purpose is a differentiator for customers, creates a motivating environment for employees and attracts talent. When everyone in the company understands the purpose and how the company creates value, it gives the organization an esprit de corps
Purpose gives consistency
In a company that has defined and lives its purpose, each employee knows the reason for his or her work, the impact of his or her work on the company’s value creation and therefore his or her contribution to customers. They can thus be the actors of improvements in their work, a force of proposal to better serve customers and make a positive contribution to the company.
An employee for whom his or her work has meaning is a motivated employee who knows why he or she comes to work every day.
It empowers and involves
As everyone knows the purpose of their work and its impact on the value chain, decisions can be made closer to the work. The spirit of initiative, experimentation and collaboration to improve not only one’s own work but also to ensure efficient operations to better serve customers and increase the organization’s efficiency are encouraged.
Everyone, at all levels of the company, feels responsible for the quality, efficiency and sustainability of their work and feels involved in the development of the company.
It focuses and unifies
Having an innovative force in the company is one thing, but it doesn’t have to go in all directions. The purpose gives a long-term vision. It constitutes a course to be followed by everyone at all levels of the organization and defines, through governance, the behavior expected of everyone. It also positions the organization in the community. It is a safeguard against actions that could harm the organization, its clients and the community.
From the purpose flows the strategy. Then, the operational objectives of the company are aligned with the strategy. They are consistent throughout the organization and facilitate cooperation between departments. Everyone’s energy is pooled to ensure the company’s success.
It considers the whole system
Purpose coupled with a systemic approach ensures that the relationships and interconnections within the organization are taken into account when making decisions. It avoids a “silo” attitude.
Information flows smoothly through the organization, ideas for improvements are shared between departments and cross-functional projects are a matter of course. The impact on the whole organization is a systematic consideration in decision making.
Article 01: «Expand Understanding of Quality», M. Roulin 02.12.2020
Article 02: « Propritize the Human over the Struture», M. Roulin 28.03.2021
Article 03: « Let’s Move from “I” to “We”», M. Roulin 02.05.2021