Why is Purpose Important in running a business?

As a business grows, more team members are added and each team member brings their own thoughts about how they believe they should behave and what the business should do for customers.   Having a purpose that is shared and lived by the team means the business is going in one agreed direction.


What you do is not the same as why you do it.

A purpose statement if it’s done correct communicates your organisation’s WHY. The reason your organisation exists. The difference you want to make from the work you do.  Your purpose statement is a strong tool for helping people understand the difference you are trying to make, enabling you to connect with them on an emotional level. Check out this YouTube clip by Michael Jr, it’s a great example of the power of knowing your organisations why (and your own why for that matter!).

Here’s the why about your why

Knowing your why gives energy, passion, to what you do.   It makes a real difference if you believe it and your teams do too.   A powerful articulation of your why will inspire action, in your team and for your customers that’s why it’s important to Start with Why, check out this TED Talk by Simon Sinek. Get great at sharing your purpose statement, it should be short memorable and can be used as an effective tag line.

Review your vision

Does your existing vision articulate what you hope to accomplish in the next 3  years?

Is it positive, inspiring, slightly out of reach, – so not easily achieved and future oriented?   If not, the following question can help you get to your vision – If your organisation was doing everything 100% right, what would your community look like as a result?

When you put your compelling purpose statement with your vision

Your purpose statement captures WHY you exist – the vision statement is what you are aiming to do as an organisation. Specifically, what you do on a day-to-day basis in order to work towards your vision. When you put them both together, your purpose statement and your vision, they make a compelling elevator pitch to your ideal customer. The first thing you share about your organisation, in that brief moment when you are introduced and have the full attention of the person you are talking to.

Need help putting yours together? Watch our complimentary webinar. After that if you want even more help get in touch to discuss it.


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