Purpose is much more than a buzzword. Successful companies possess authentic values that drive their businesses and generate positive social impact, building customer loyalty and maximizing their results. It's important to note that a company's purpose is not the same as its mission: while the mission relates to the organization's value proposition and looks outward, to the external environment, purpose looks inward, consolidating the ideology, values, and organizational culture. Purpose is a fundamental piece 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), brands have already realized that exploring functional, rational, and technical attributes is not enough to keep a company 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 burning 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.
“The story of Dona Rose is a clear example of this concept. For 50 years, she worked at Disney, doing exactly the same job, collecting tickets with a constant smile. When asked about spending so much time in the same role, she replied that her job was not just a task of collecting tickets, but an opportunity to give each visitor their first smile, creating a positive impact from the very first contact,” says the expert, also known as the first Brazilian invited by Disney to visit all of its parks and offices around the world.
In the business world, understanding that purpose goes beyond profit is fundamental to a corporation's success. Companies that truly and honestly live their essence 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 this purpose that it becomes possible to define KPIs, create strategies, and generate results. It provides clear direction and a deeper meaning to the work done. When a company discovers its purpose, it will have the foundation for all sectors, integrating with 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 also differentiates the company in the market, attracting consumers who share the same values. Talented professionals are naturally drawn to well-aligned businesses, contributing to attracting and retaining quality talent.
