Purpose instead of mission statement: How companies have to reinvent themselves

A growing body of research suggests that companies reap significant financial benefits by addressing the higher goals and the deeper Sinn, i.e. the purpose of their Organization deal extensively. And that has absolutely nothing to do with the usual guiding principles of the past.

“Purposeful Organizations” are winners

The value consciousness is, just like that Economy, in transition. The People increasingly want to know which company is behind an offer, what drives it, how it is doing with its customers and employees and what ethical attitude it credibly represents. They ask for one compatibility of profit and Sustainability.

Who serves the good of the planet and improves people's existence, whose Success one is only too happy to support. Such companies can attract both a willing clientele and top talent light win and hold. You will from the Society valued and received the encouragement of the media. They are able to garner a following of followers who become highly inspired evangelists for the corporate cause.

"Anyone who wants to make a profit in the 21st century has to go through the eye of the needle with a good profile," says the German media philosopher Norbert Bolz. Is there evidence? Oh yeah. For example, the Global Leadership Forecast 2018 by Ernst & Young that "Purposeful Organizations" can show 42 percent better financial results than the average.

Main task of the companies of tomorrow

The books on the subject (advertising)

The main task of a Company of Future So is the, contributing to Quality of life to contribute to the professional or business success of its customers. Increasingly, it is also necessary to make plausible how it can be improved Welt want to contribute. Entrepreneurship must therefore today with the following Ask begin:

• What effects does our economy have on society and the environment?
• What contribution do our solutions make to a future worth living for?
• How do we create a home port for our employees?
• How do we create a longing for our customers?

Utility and meaning are in

It is about utility, willingness to join, willing to join and meaning - embedded in an increasingly technological world. This utility, the sense of being, the why of a company in English is called "Purpose".

It determines the identity of a company and secures its future. British-American author Simon Sinek calls it “Start with Why” Concept, his golden circle. One first defines the “why” of one's activity, the big one Idea, before addressing the “how” and then the “what”.

Organizational restructuring: What are the purpose of companies?

Discounts for your success (advertising)!

Anyone who wants to start an organizational change must first of all deal with the purpose of his company. This has little to do with the mission statements of the past, often referred to as a vision or mission statement. The purpose of a company is to the outside, whereas classic mission statements are directed inwards.

Classic mission statements often sound similar, mostly banal, almost always interchangeable and somehow hollow, almost as if one had used a mission statement generator. They do not celebrate a unique benefit for customers, the market and the world, but rather the dream of their own greatness and glory. This is what it sounds like: "We see ourselves as the market leader with 1a products." Or: "We are global leaders with our brands." Or: "We are the technology pioneers of our Industry. "

Old models: self-loving and self-centered

Usual mission statements and the associated statements are not only self-centered, the very special of a company does not come through. Rather, it trickles platitudes ("We are customer-oriented."), Matter of course ("We are reliable.") And phrases ("We draw our strength from our employees."). That does not touch. It does not inspire. And it certainly does not get internalized.

one asks Employees according to the model of their Company, you get empty looks. With a bit of luck it says: "Remember me, we did it at some point, I think it says on the website." But what is written there or in embellished brochures is nothing but communication prose for the public, which nobody internally believes in anyway.

Most of the models are not lived at all

Unfortunately, the superiors all too often do not act according to the guiding principle and values ​​that they literally “adopted”. With such a lack of integrity, hanging up posters of values ​​is pure cynicism. In a fairly well-known company, “Lügenbaum” is the name of the pillar on which photos of executives hang, who make mission statements. In addition, if the core goal is linked to supremacy and profit maximization, this can lead in the most dubious directions. There are enough well-known examples of this.

who for the egoSet someone else is supposed to toil feels like a lackey of the system. If, on the other hand, an attractive corporate purpose is developed, a high level of attraction is created. You no longer need to laboriously search for the most talented employees, the most interesting partners, the best suppliers, the most liquid investors and the highest quality customers, you will find that.

The difference between mission statement and purpose

The Purpose is therefore the meaning and purpose of a company, its purpose, the philosophy behind the business model, the essence, the guiding principle for all action. It expresses why the company exists, what it wants to bring to the world and what the employees of the company work together.

For example, Google does not see itself as the largest global search engine operator, but "organizes the world's information." Amazon does not want to be the number one shopping portal, but rather achieve "the highest customer satisfaction in the world". Tesla “is driving the transition to more sustainable Energy forward.” TED does not see itself as a well-known conference provider, but wants to “further disseminate valuable ideas”.

Solve the problems of humanity

Profit is never the purpose per se. If the purpose is to solve an urgent human problem and thus heal the world in a small place, then something really big can succeed. Where the biggest Problems are also the largest markets. In the end, the best magically attract the best. Good profit is then the result.

Top books on the subject

Read text as PDF

Acquire this text as a PDF (only for own use without passing it on according to Terms and conditions): Please send us one after purchase eMail with the desired title supportberufebilder.de, we will then send the PDF to you immediately. You can also purchase text series.

4,99€Buy

Advice on success, goal achievement or marketing

Do you have questions about careers, Recruiting, personal development or increasing reach? Our AIAdviser helps you for 5 euros a month – free for book buyers. We offer special ones for other topics IT services

5,00€ / per month   Book

Book eCourse on Demand

Up to 30 lessons with 4 learning tasks each + final lesson as a PDF download. Please send us one after purchase eMail with the desired title supportberufebilder.de. Alternatively, we would be happy to put your course together for you or offer you a personal, regular one eMail-Course - all further information!

29,99€Buy

Skate eBook as desired

If our store does not offer you your desired topic: We will be happy to put together a book according to your wishes and deliver it in a format of yours Choice. Please sign us after purchase supportberufebilder.de

79,99€Buy