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 a company's purpose is not the same as its mission: while the mission relates to the organization's value proposition and looks outward, for the external environment, the purpose looks inward, consolidating the ideology, the values and the organizational culture. The purpose is a key element of identity and business strategy, for it is what remains, even in the face of great challenges
According to Alexandre Slivnik, renowned specialist in service excellence and vice president of the Brazilian Association of Training and Development (ABTD), brands have already realized that exploring functional attributes, rational and technical aspects are not enough to keep a company standing. Sensory elements, sentimental, emotional, morals, ethical and spiritual aspects have been gaining more and more space within organizations, fostering ideology with intangible elements that operate, many times, in the subconscious, explain
For him, purpose is the burning flame that keeps a company on the right track, especially in times of uncertainty. He inspires the collaborators, 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, performing exactly the same function, 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 another opportunity to give the first smile to each visitor, creating a positive impact from the first contact, tells the specialist, 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 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 long-term results.
An authentic business purpose is based on solid elements that guide the organization's decisions and actions. It is from this that it becomes possible to outline 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 for, 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, contributing to attract and retain quality talent
