From Conscious Capitalism

Step 1 – Our Higher Purpose

A purpose is a simple definitive statement that refers to the difference we’re trying to make in the world. It is the amniotic fluid that nourishes the life force of the organization. It gives great energy and relevance to a company and its brand. Great purposes are transcendent, energizing, and inspiring for all the interdependent stakeholders.

Everyone craves meaning and purpose in life, but few people find such fulfillment at work. To tap this deep wellspring of human motivation, companies need to shift their emphasis from profit maximization to purpose maximization. People are most fulfilled and happiest when their work is aligned with their own inner passions.

When an organization communicates its purpose clearly and consistently, the organization naturally attracts people who align with its purpose.

Examples:

· Disney: To use our imaginations to bring happiness to millions.

· Johnson & Johnson: To alleviate pain and suffering.

· BMW: To enable people to experience the joy of driving.

· Container Store: Help people get organized so they can be happier.

· REI: To reconnect people with nature.

· Southwest Airlines: To give people the freedom to fly.

· Charles Schwab: A relentless ally for the individual investor.

· American Red Cross: Enabling Americans to perform extraordinary acts in the face of emergencies.

· Ford: Opening the highways to all mankind.

Action Steps:

· Define our purpose statement this week and get executives to agree on one.

Step 2 – Our Mission

A mission statement is the core strategy that must be undertaken to fulfill that purpose.

Step 3 – Our Vision

A vision statement is a vivid, imaginative conception or view of how the world will look once your purpose is largely realized.

· Example:

o Whole Foods - Whole Foods Market's vision of a sustainable future means our children and grandchildren will be living in a world that values human creativity, diversity, and individual choice. Businesses will harness human and material resources without devaluing the integrity of the individual or the planet's ecosystems. Companies, governments, and institutions will be held accountable for their actions. People will better understand that all actions have repercussions and that planning and foresight coupled with hard work and flexibility can overcome almost any problem encountered. It will be a world that values education and a free exchange of ideas by an informed citizenry; where people are encouraged to discover, nurture, and share their life's passions.