Your team craves it. New hires wonder about it. But, truth be told, so do your customers, board members, and investors.
What’s your organization’s purpose? What’s your why?
Psst CEO. Each person is looking to you for the answer. Quit bungling the reply. Go from fumble to flawless in three simple steps.
Step 1 – Clarify
Your mission or purpose statement expresses your reason for being. This question cuts through the clutter. “What difference do you make in the lives of those you serve?” Plan on a few rounds of iteration as you strive to clarify your customer and your intended impact. Chapter One of Differentiated is a great place to start. After all, it’s all about the customer, as we learn in Guiding Principle One.
Step 2 – Simplify
Now that customer clarity has revealed the answer to your why it’s time to simplify your response for ease of use. After all, you’ll use this statement and a few key messages daily as you interact with your team and spread the word to new audiences.
Strive for a simple statement of five to seven words with a compelling action verb to hook your listener. Plan to iterate a few times as you home-in on the optimal language. Along the way, you’ll likely discover two to three key messages to share with stakeholders and customers. Those statements are the cornerstone of your purposeful campaign. Next up, it’s time to practice.
Step 3 – Amplify
Get ready to share your purpose and key messages. Consistently matters a lot. Your customers and stakeholders are looking to you to “talk the talk” and “walk the talk.” Repetition is your friend across all platforms, including the internal company hub, website, social media, and marketing materials.
The trend line is clear. Purpose is a must-have to attract the resources you seek and create a culture that attracts and retains talent. Your brand can’t carry the banner by itself. Your organization needs to live its purpose. Walking the talk? That starts with you.
Feeling a bit unsure about this call to action? Here’s a final motivator for the reluctant leader. You can’t afford to purpose-wash. People can sniff out a poser in a nano-second today.
Let me know how it goes. I’m happy to provide a quick review and feedback on your handiwork.