Knowing that my company’s purpose is all about ‘empowerment’ allows me to make clear decisions about what actions to take, both reactively and proactively. My coaching, consulting, content creation, mastermind group formation, marketing activities are filtered by the test of ‘Does it further the goal of empowerment?’

One of the most important things that an organization can do is to clearly define its purpose. Sometimes it is difficult to define the purpose of an organization because the people get caught up in the  ‘what we do’ and forget the ‘why we do it’. 

For example, a manufacturing company may believe its purpose is to provide the product it makes for its customers. Although this may seem accurate and appropriate at face value, it may be more valuable to look at the benefits it is providing for its stakeholders including customers, employees, vendors, stockholders, and community. The real value of the product is the way it enhances the lives of the people using it, making it, and supporting it.

You can also identify secondary and tertiary benefits of the product or service being provided. This is like peeling away the layers of an onion. By asking ‘And so?’ after each benefit is identified you can get to a deeper meaning or purpose in emotional terms. Knowing this provides motivation and vision that enables the company to make tough choices and continue to take action when the going gets rough.

Once the purpose is defined and articulated well, the actions of the organization should align with fulfilling that purpose. That means if your organization’s actions do not take you closer to the organization’s purpose, then you should question why you are taking the time and energy to do that thing. This can play a big role in productivity and time management.

So define your company’s purpose and check the weekly schedules of yourself and your employees. Look to see if your activities take you closer or further away from your organization’s purpose. You’ll be more focused on your target, waste few monetary and time resources, improve your momentum , make progress faster, be less distracted and get employees moving in the same direction just from aligning your company’s purpose and all your actions by asking the simple question over and over again. ‘Does it further our purpose?’

I’m interested in your comments. What is your company’s purpose and how do you keep the activities of you and your staff focused on the company’s purpose?

Jeri Quinn

Jeri Quinn from Driving Improved Results is an executive coach, management consultant, speaker and author who focuses on communication in her work with executives and companies. She is the author of The Customer Loyalty Playbook, 12 Game Strategies to Drive Improved Results in Your Business. With more than 40 years as a serial entrepreneur.

Quinn has worked with executives and teams in over 40 industries, spoken at major business expos including New York City’s Javits Center, facilitated business development and extraordinary customer service at institutions such as MoMA and AIG, and has partnered with New York City, The Kauffman Foundation, Citibank, Merrill Lynch, HSBC, and Signature Bank to educate their clients.


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