Sense of purpose is the quality of having a definite goal for existence. In business, it encompasses the visions and missions of the company. It is also the clincher behind every decision.
It is also thought to be the secret ingredient of successful businesses, like Virgin America, Walmart, and BMW. By sticking to their goals and principles, these companies have weathered the recession and have maintained a prestigious brand image throughout the years. An example of
how sense of purpose works was when Porter Gale, former vice president of Marketing of Virgin America, turned down a lucrative offer by a company that manufactures juicy prunes. The deal was actually simple: the airline would get advertising revenue for sampling prunes on their flight. But Gale and her team refused the trade for the simple reason that the prunes didn't fit the vision of Virgin America's brand.
Roberta Matuson writes on
Forbes that a company's sense of purpose can be determined by one simple question: what difference is it trying to make in the world? Once the answer has been identified, it should be made known to everyone. By weaving it into the company's internal and external communication, it will become the core of the business' established branding and values. It will also serve as basis for hiring employees. Most importantly, it will provide a cautionary measure against activities that don't add value to the company. With a sense of purpose in the organization, everyone has a mission and everything works toward a common set of goals.
Emile Haddad of Seattle is a business coach who helps various businesses build a culture of excellence in the workplace. Follow this Twitter page for more tips on business management.
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