The purpose is much more than a buzzword. Successful companies have authentic values that drive their business and create positive social impact, fostering customer loyalty 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 relates to the organization's value proposition and looks outward to the external environment, the purpose looks inward, consolidating the ideology, values, and organizational culture. Purpose is a fundamental part of identity and business strategy, as it is what remains even in the face of great challenges.
According to Alexandre Slivnik, a renowned expert in service excellence and vice-president of the Brazilian Association of Training and Development (ABTD), companies have already realized that exploiting functional, rational, and technical attributes is not enough to keep a business afloat. "Sensory, sentimental, emotional, moral, ethical, and spiritual elements have been gaining more and more space within organizations, fostering ideology with intangible elements that often operate in the subconscious," he explains.
For him, purpose is the lit flame that keeps a company on the right track, especially in times of uncertainty. It inspires employees, guides strategic decisions, and differentiates the company in the market.
Dona Rose's story is a clear example of this concept. For 50 years, she worked at Disney, performing exactly the same role, collecting tickets with a constant smile. When asked about spending so much time in the same position, she replied that her job 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, says the expert, also known as the first Brazilian invited by Disney to visit all its parks and offices around the world.
In the business world, understanding that purpose goes beyond profit is essential for the company's success. Companies that live the essence in a genuine and honest way have the potential to transform their businesses, positively impact society, and achieve sustainable long-term results.
An authentic business purpose is based on solid elements that guide the organization's decisions and actions. It is from him that it becomes possible to establish KPIs, create strategies, and generate results. It provides a clear direction and a deeper meaning to the work performed. When a company discovers its purpose, it will have the foundation for all sectors, integrating into the culture, leadership, marketing, and sales.
"Furthermore, 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, helping to attract and retain quality talent.
