Purpose needs to be authentic, embedded in the company’s Strategy and shared with people, customers and society. Hence, it is determined by four elements:
- Is it sufficiently formulated? Strategy needs to start with a clear and compelling Purpose Statement which anyone can understand easily, is practicable and ready to be communicated.
- Is it authentic? Will it come from the bottom of the heart? Is it truly meant that way? Is it aligned with business culture and policies?
- Does it inspire? Will the Purpose resonate with employees and motivates them to love to come to work?
- How deeply is it integrated? Will the Purpose Statement guide core business decisions and ways of working throughout the organisation?