Discovering Your Organization’s Deep Purpose

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In today’s business world, having a clear sense of purpose is more important than ever. Your organization’s deep purpose is the why behind what you do. The motivation drives you and your team to achieve your goals. When you connect with your purpose, you’ll be more likely to weather the storms of uncertainty and change. When you’re clear about your purpose, others will be drawn to your mission. But how do you discover your deep purpose? Keep reading to find out.

Define Your Core Values

What are the guiding principles that drive everything you do? These are the values that you and your team members hold dear. When making decisions, ask yourselves whether they align with your core values. If they don’t, then they’re probably not serving your purpose. There’s an excellent example in the multi-billion dollar company: Coca-Cola.

Coca-Cola started in the late 1800s as a soda fountain that sold only carbonated water, sugar, and cocaine extract. You can imagine how that went! The company’s purpose evolved through partnerships and acquisitions to become the global leader in beverage production we know today.

Coca-Cola has always emphasized sharing moments of happiness with others through its products. This shared emotion, called “the Coca-Cola spirit,” helped the company succeed when other giants fell. While their values have changed over time, their deep purpose has remained consistent: to spread joy worldwide.

Eventually, their core values have become part of their marketing plans. Now, people know the purpose of Coca-Cola, and now its brand can be found in over 200 countries worldwide.

Reflect on Your Journey

Take some time to reflect on the journey that led you to where you are today. Why did you start your business in the first place? What were you hoping to achieve? What challenges have you faced along the way? As you reflect on these questions, pay attention to any emerging themes or patterns. These could be clues to help you uncover your more profound purpose. Here’s an example from a reputable transportation company in Singapore: SMRT.

SMRT, or Singapore Mass Rapid Transport, is a transportation company that provides reliable and safe public transport services to Singaporeans. They have a clear sense of purpose to ensure that the people of Singapore can get around safely and comfortably.

SMRT has core values, such as reliability, safety, customer satisfaction, fairness, and respect for others. However, the company found these purposes first when the SMRT chairman, Seah Moon Ming, pursued this company as his priority. His journey was long, and it came from other companies before him. However, the company eventually found its purpose in serving the Singaporean people through this search. It was also because the chairman could rally the company underneath these core values. A dedicated leader can bring a company together and help find its deeper purpose.

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Consider Your Customers

Another way to get closer to your purpose is to think about your customers. Why do they buy from you? What do they value most about your product or service? How do they benefit from what you do? Asking yourself these questions can help clarify why you’re in business and your role in your customers’ lives.

When Facebook first arrived, it didn’t know who to target. But it eventually found its purpose: to connect the world. The site became a powerhouse because people could use it to share their lives, keep in touch with friends, and so much more. Additionally, the site found that it can cater to advertisers!

This pivot towards advertisers had a tremendous impact on Facebook’s growth. Like the Coca-Cola example, this shared emotion drove Facebook toward success.

Live your Purpose Every Day

The final step is to ensure that your purpose is woven into the fabric of everything you do as a company. Then, refer back to it often to ensure that all your decisions align. Use it as a North Star when things get challenging, and always keep it at the forefront of your mind. Doing this will help create a strong culture of purpose within your organization that will guide everything you do.

Clarifying your purpose isn’t always easy, but it’s worth the effort. When you connect with your deep purpose, everything becomes easier—from making decisions to dealing with adversity. People are drawn to organizations with a clear purpose, so discovering yours is essential for attracting customers and building a solid team. Use the tips above to get started on uncovering your own organization’s deeper purpose today.


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