Purpose: More Than Words, It’s Performance
Sep 13, 2024
In a McKinsey survey of more than 1,000 participants from US companies, 82% agreed on the importance of purpose. Yet only 42% felt their company’s stated “purpose” had any real effect.
Honestly? That’s not surprising.
Many organisations have purpose statements so generic that they fail to inspire or challenge business as usual. At some point, they blur together and lose all meaning.
But purpose is powerful when it’s done right.
Why Purpose Matters
More than a vision or a strategy, a clear and felt purpose elevates performance:
- Vision and strategy provide intellectual clarity and direction.
- Purpose taps into something deeper—unlocking drive and performance at an emotional level.
A strong purpose connects people to what truly matters. It provides stability and continuity when strategies and visions shift, as they inevitably will. Purpose becomes the anchor during change and the North Star when navigating the unknown.
How’s Your Purpose?
Ask yourself:
- Does your purpose inspire your team, or does it fade into the background?
- Is your purpose providing a meaningful connection to your organisation’s work?
- When strategies shift, does your purpose hold steady?
Purpose isn’t just about words on a page—it’s about creating meaning and motivation that drives results.
How does your purpose stack up?
