A Meaningful Company Mission Matters

a road leads ahead for a meaningful company mission

Strategies and People Need Meaning
A meaningful company mission, your fundamental purpose, helps to create broad organizational commitment and drive peak performance.  Corporate strategies without a meaningful purpose to pursue can lead to goals that are temporary and unfulfilling.  If you and your teams do not understand the greater reason why, you are missing a critical ingredient of a high performance culture.

The Definition of Meaning
In terms of a corporate strategy, high meaning equates to high performance.  We define high meaning as the reason people stay and the motivation to perform.  High levels of meaning are clear, authentic, emotional, and aligned.  A meaningful purpose balances an ideal goal with a company’s realistic capabilities, a company’s dream with a company’s actual resources, and a commitment to long-term goals with the necessity to flex as situations change.

How Meaning Strengthens Strategy
A meaningful company mission underpins an organization’s game plan for success.  A clear and important purpose provides the kind of clarity that allows for strategic alignment, where your company is firing on all cylinders.  A meaningful company mission helps to align company talent and culture with strategy.

The “Right” Kind of Meaning
To be truly a strategic driver, a meaningful company mission should create a purpose that is:

  • At the Core of Your Company’s “Raison d’Etre”
    You need to define a timeless and worthwhile good that your company fulfills. What problem are you solving that brings something good to the world?
  • A Call to Greater Action
    Your company’s purpose should create a strong desire to want to do more. It should easily root out any hint of individual, team or company complacency.
  • Fully Understandable and Implementable
    It is not enough to describe why you’re in business and what you aspire to offer to your world of customers; you need to understand just what it will take to deliver on your promise.
  • Forward-Looking
    A meaningful corporate purpose should inspire ongoing innovation and push people to struggle to achieve new and potentially rewarding directions.

The Bottom Line
A meaningful purpose should fuel you and your team to greater performance by fighting complacency, by striving toward stretch goals, and by aligning your capabilities to a greater reason why.

To learn more about building a meaningful strategy that gets implemented, download 5 Expert Tips to Better Communicate Your Strategy

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