By Michael Gidlewski

Core Purpose communicates the difference you want to make in the lives of others. It is the why behind everything that you do.

Until recently, managers were taught that people work out of self-interest and that they are driven by money and prestige. In the business world, the concept of motivation has been tied to monetary and material incentives, and high performance is rewarded through awards and recognition.

This is still important, but it is not enough. Today’s workforce is primarily driven by a desire to contribute to the greater good. Employees are loyal to companies whose core purpose and activities align with their own individual life’s purpose. They are seeking meaning in their careers that extends far beyond a paycheck or financial reward.

Consumers are also motivated (or put off by) an organization’s core purpose. New customers and clients are looking for businesses that leave a positive impact on the world around them. Protecting human rights, animal rights, and the environment are big concerns for many people in the United States and the world today.

Businesses that strive to be a part of the solution to the problems in today’s world have an advantage over those that focus solely on customer service or product improvement. With growing competition and the rapid pace at which technology has been changing, companies need something that sets them apart more than ever, and this something needs to be the change you make in the world.

What does your business mean or what could it mean – to your employees, your customers, and your community? How are you changing lives? That’s your Core Purpose. Your products and services will change over time, your process will change but why you do what you do will stay the same. Your Core Purpose is that why. Your Core Purpose is what will drive you, your people, and your customers to achieve your goals.

How do you create a Core Purpose? What does it look or sound like? To help you define it, try starting your Core Purpose with the word “To.” Your Core Purpose should be inspiring and centered on others. Most importantly, it should be genuine.

One example is the Kellogg Food Company’s purpose: “Nourishing families so they can flourish and thrive.” The purpose of 3M is “To solve unsolved problems innovatively,” and the purpose of Walt Disney Company is “To make people happy.”

These Core Purpose statements speak to the heart of employees and customers alike. If you formulate a Core Purpose that has real meaning and implement activities that will help you achieve your purpose, your employees will enthusiastically move your organization toward its goals. Your customers will choose you because your purpose means something to them, and your company will change the world for the better.

Remember, the Core Purpose does not explain how the goals will be achieved, but it is a statement of why your company exists. When all of your employees are on board with your WHY, it facilitates collaboration and improves engagement. Improved engagement means higher productivity.

If you don’t know where to start in formulating your Core Purpose, ResultsBI’s One-Page Strategic Plan is a great tool to help. It is also a platform for communicating this purpose and your strategy to your people. Click here to begin your free trial. There is no obligation and no risk, just a jumpstart on your journey to success!

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Michael Gidlewski is President of West Chester-based Achievement Unlimited, Inc., as well as a growth catalyst and motivational speaker. He works with motivated business owners and entrepreneurs to clearly define the elements of what they dearly want their businesses and lives to look like, then helps them connect all the moving parts that make up those visions to consistent action and habits. Michael can be reached at 610-793-6609 or via e-mail at michael@achievable.com.

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