Guest Column | June 28, 2013

Why Purpose?

By Roy Spence, RetailNOW 2013 Keynote Speaker, www.ThePurposeInstitute.com or www.ItsNotWhatYouSell.com

Purpose. A definitive statement about the difference you are trying to make in the world. Why does purpose matter? Why not just work on sound strategy and positioning year after year and have a good, viable business in the marketplace? You can certainly do that, and you may even have reasonable success doing it. But in our experience, purpose offers up a host of benefits, including easier decision-making, greater organizational alignment, deeper employee and customer engagement and ultimately, more personal fulfillment and happiness. And in the end, a clear and compelling purpose is a huge tiebreaker in the marketplace that will make not only
your people and your customers happier, but also your shareholders.

Purpose drives everything. It will drive all major decision-making and become the determining factor in how you allocate resources, hire employees, plan for the future and judge your success.

Purpose is a path to high performance. It fulfills a deep-seated need that people have and will drive preference for your company.

Purpose fosters visionary ideas and meaningful innovation. It provides the motivation and direction necessary to create meaningful innovation in the marketplace.

Purpose moves mountains. It can rally the troops to overcome seemingly insurmountable odds.

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