Understanding purpose
Purpose goes deeper than what a company does - it's about why the company exists and the positive difference it makes. While mission describes activities, purpose describes meaning. A strong purpose gives employees a reason to come to work beyond a paycheque.
Purpose characteristics
- Beyond profit motive
- Emotionally resonant
- Enduring over time
- Authentic to the organisation
Purpose provides
- Meaning in work
- Decision guidance
- Talent attraction
- Customer connection
Purpose benefits
Research shows purpose-driven organisations outperform on multiple dimensions:
Benefits of purpose
Finding purpose
- Ask why repeatedly: Keep asking "why does this matter?" until you reach deeper meaning
- Consider impact: What difference do you make in lives?
- Look at origins: Why was the company founded?
- Listen to employees: Why do they find work meaningful?
- Study customers: What problem do you solve in their lives?
- Be honest: Purpose must be authentic, not manufactured
Purpose can't be manufactured
Authentic purpose is discovered, not invented by marketing. If your stated purpose doesn't reflect what you actually do and believe, employees and customers will see through it. Start with honest reflection about the impact you genuinely make.
Living purpose
For leaders
- Reference purpose in decisions
- Share impact stories regularly
- Model purpose-driven behaviour
- Connect strategy to purpose
For the organisation
- Include in onboarding
- Connect roles to purpose
- Celebrate purpose-aligned wins
- Measure and share impact
Common purpose mistakes
Purpose-washing
Claiming noble purpose while business practices contradict it. If you say "we put people first" but treat employees poorly, the gap destroys credibility. Actions must match words.
Generic purpose statements
"Making the world a better place" could describe any organisation. Effective purpose is specific to your business and the difference you make. Generic statements don't inspire.
Purpose without connection
Defining purpose but not helping employees see how their work contributes. Without clear connection between daily tasks and larger purpose, the statement becomes meaningless.
Key takeaways
Company purpose is the fundamental reason you exist beyond profit - the positive impact you make. Authentic purpose must be discovered, not manufactured. Living purpose means connecting it to decisions, strategies, and individual roles.
RosterElf's staff management helps purpose-driven organisations reduce administrative burden so employees can focus on meaningful, impactful work.
