Developing BEE Business purpose
September 2nd, 2009 — dodoThe business purpose is a simple yet complex statement that represents the reason why the business exists. There are many approaches to distilling this purpose, which can be a valuable tool in aligning the minds of your employees around what you want to achieve.
One approach to determine the purpose of the business uses as a starting point each of the developed value drivers, which need to be distilled down to one statement that captures the essence of:
- what the business is about;
- why it matters; and
- what it wants to achieve.
You want one statement that captures the heartbeat of the company. It must be easily understood across the company, but also be powerful enough to emotionally engage all employees. Brainstorm the possibilities with your team, and resist jargon and statements that are loaded with management terms. What is it that makes your team go the extra mile? What gets them out of bed in the morning? What will engage their hearts and minds?
How do I know if I have the ‘right’ purpose statement?
Jim Collins speaks about a good purpose revolving around three factors, which is a useful way of reviewing your purpose statement:
- Passion: Does your purpose statement elicit passion? Is it about what the business is passionate about, or what you are deeply passionateabout?
- The business model: Does this statement help drive your economicengine?
- Best in the world: Is this what you could be the best in the world at?
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