The purpose is much more than a buzzword. Successful companies have authentic values that drive their businesses and generate positive social impact, building customer loyalty and boosting their results. It is important to note that a company’s purpose is not the same as its mission: while the mission is about the organization’s value proposition and looks outward, to the external environment, the purpose looks inward, consolidating 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 big challenges.
According to Alexandre Slivnik, a renowned specialist 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 standing. “Sensory, sentimental, emotional, moral, ethical, and spiritual elements have been gaining more space within organizations, fostering ideology with intangible elements that often operate in the subconscious,” he explains.
For him, purpose is the flame that keeps a company on track, especially in uncertain times. 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 the exact 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 ticket collection task, but an opportunity to give the first smile to every visitor, creating a positive impact from the first contact,” recounts the expert, also known as the first Brazilian invited by Disney to visit all its parks and offices worldwide.
In the business world, understanding that purpose goes beyond profit is fundamental to corporate success. Companies that live the essence in a true and honest way have the potential to transform their businesses, positively impact society, and achieve sustainable long-term results.
An authentic corporate purpose is based on solid elements that guide the organization’s decisions and actions. It is from this that key performance indicators can be traced, strategies created, and results generated. It provides a 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 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 higher productivity, creativity, and loyalty,” adds Alexandre. The concept also sets the company apart 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 talents.
