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3 steps to building a purpose-driven organization

Max Farrell is the Co-Founder of Create Reason, a firm that inspires entrepreneurship and intrapreneurship inside companies. 

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Building an organization is hard. Really, really, hard. 

We often focus solely on the bottom line,which is usually revenue, profit or some other monetary metric to demonstrate success.

However to be a great organization, this monetary metric won’t fill up the many other aspects that drive you and the others involved in your operation. Purpose will.

Recently, I attended the Social Venture Network Conference outside New York City with a group of business leaders who are mission and purpose driven. They strive to create groundbreaking solutions to social, economic and environmental problems. They contribute to the well-being of their employees, customers, investors, communities and the environment. The overlying theme: they build with purpose.

After a thought provoking conference, I thought through a few ways as to how we as leaders in this community can gauge just how purpose-driven our organizations are.

Here are three steps to measure if you are building a purpose-driven organization:

  1. Your teams discuss the “why” in what they do, not just the “what”.

Why do your employees rally under your mission? Organizations that have a powerful purpose have employees that will share not only their role with the organization, but the value that role serves for the greater cause. Dwolla is great at capturing this within their culture. In my time working there, I was always proud to share the mission of “building the ideal way to move money” in addition to the tactical work I was doing. Many companies get stuck on solely making money, but talent will stay when they have more to work for than a paycheck.

  1. Customers, supporters, and your employees rally around your vision just as much as your product.

The same way that sports teams have legions of loyal fans, companies that build the right way will have people, regardless of whether they are customers rallying in their corner. This is done by serving a purpose greater than the bottom line. One company that comes to mind that does a great job of this is Greyston Bakery in New York.

Greyston has a compelling tagline to drive their focus: “We don’t hire people to bake brownies, we bake brownies to hire people.”  Their focus of community development through hiring and training while growing their business has led them to work with groups like Ben & Jerry’s and Whole Foods. On the Greyston website you can find a “Join the movement” page. It’s a big step from business as usual.

  1. Your audacious company vision can be condensed to a mantra.

This. Is. Really. Tough. Our companies, our products, our services - they add tremendous value to the world. But can we condense them enough to leave others desiring more from us and themselves in the process?

Take Google’s “Don’t be evil” and Apple’s: “Think Different” as examples. They drive their company and their employees to be larger than just a role. This attracts the right kinds of employees to build with and customers that become a natural fit for their products.

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Purpose can be driven from all different directions. Whether you are selective in the clients/customers you choose to work with, the additional initiatives outside your core offerings or the extra drive you instill in your customers and employees, ask yourself: what purpose are you serving that will drive your organization to the next level?

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*For more on company mantras, read this great article from Entrepreneur.

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Let's keep the conversation going: 

Email: max@createreason.com

Twitter: @MaxOnTheTrack / @CreateReason

Web: CreateReason.com

FB: facebook.com/createreason

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