As a business manager or business leader, you guide your firm every day, every week, every month.

What would you say when asked about the purpose of your firm?
You might say:

  • To ensure the team are happy
  • To deliver to our customers on time
  • To deal with customer complaints efficiently
  • To have a quick turnaround of orders
  • To make a profit

All these things are important for your firm to function healthily. These are the things you are doing within your firm every day and are the aims and ambitions of you and your team, but they are not the purpose of your firm.

Capturing a clear description of your firm’s purpose is not easy, but it is a source of sustainable competitive advantage when you make it happen, so worth the effort.

What exactly do we mean by purpose?  

Roy M Spence gives us a clear definition:

Simply put, it’s a definitive statement about the difference you are trying to make. If you have a purpose and can articulate it with clarity and passion, everything makes sense, everything flows.  ‘It’s Not What You Sell, It’s What You Stand For’

What does it take to lead with purpose?

Your core purpose is your firm’s fundamental reason for being and, like a compass, gives you and your firm a sense of direction, ensuring all your decisions and actions are in keeping with what matters most to you. By staying true to this you will ensure you are leading your firm with purpose.

A clear sense of purpose will bring clarity and alignment to everyone in your firm.