The purpose is much more than a buzzword.Successful companies have authentic values that drive their business and generate positive social impact, retaining customers and enhancing their results.It is important to note that the purpose of a company is not the same as its mission: while the mission has to do with the value proposition of the organization and looks out to the external environment, the purpose looks inside, consolidating the ideology, values and organizational culture. The purpose is a fundamental piece of identity and business strategy, because it is what remains, even in the face of great challenges.
According to Alexandre Slivnik, renowned expert in service excellence and vice president of the Brazilian Association of Training and Development (ABTD), brands have realized that exploring functional, rational and technical attributes is not enough to keep a company standing.“Sensory, sentimental, emotional, moral, ethical and spiritual elements have gained more and more space within organizations, fostering ideology with intangible elements that operate, often in the subconscious”, he explains.
Purpose is the burning flame that keeps a company on track, especially in times of uncertainty.It inspires employees, guides strategic decisions and differentiates the company in the market.
“The story of Dona Rose is a clear example of this concept. For 50 years, she worked at Disney, doing exactly the same function, collecting tickets with a constant smile.When asked about so long in the same role, she replied that her work was not just a task of collecting tickets, but an opportunity to give the first smile to each visitor, creating a positive impact from the first contact”, also known as the first Brazilian guest by Disney to visit all its parks and offices around the world.
In the business world, understanding that purpose goes beyond profit is critical to the success of the corporation. Companies that live the essence in a true and honest way have the potential to transform their business, positively impact society and achieve sustainable results in the long term.
An authentic business purpose is based on solid elements that guide the decisions and actions of the organization. It is from it that it becomes possible to trace KPIs, create strategies and generate results. It provides a clear direction and a deeper meaning for the work done. When a company discovers what it came to, it will have the basis for all sectors, integrating with culture, leadership, marketing and sales.
“In addition, when there is a clear purpose defined by leadership, it is possible to inspire and engage employees, resulting in greater productivity, creativity and loyalty”, adds Alexandre.The concept still differentiates the company in the market, attracting consumers who share the same values. Talented professionals are naturally attracted to well-aligned businesses, contributing to attract and retain quality talent.
