In fact, 68% of the statements we analyzed fell into this latter category. The foundation of any purpose statement is an explicit reference to the specific, pressing human, societal, or environmental problem(s) the organization seeks to address or alleviate.Īll too often, we see purpose statements that simply refer to these in a very general way or worse, fail to mention them at all. Leaders can evaluate their current or proposed purpose statement against each dimension. Our framework, SABRE, identifies four dimensions of purpose statement content (i.e., what the purpose means) and one dimension of purpose statement formulation (i.e., how the statement itself is worded). A Framework for Crafting a Meaningful Purpose Statement Based on these insights into what does and doesn’t work, we developed a diagnostic framework leaders can use to help craft the best purpose statement for their specific situation. We talked to senior leaders and employees and reviewed best-practice advice. We considered whether the statements were clearly formulated and closely linked to the organization’s core activities, as well as the extent to which they were credible. We’ve undertaken a detailed analysis of 66 purpose statements from leading organizations around the world. Yet leaders often struggle to articulate an appropriate and inspiring purpose statement due to a lack of guidance concerning the focus, scope, and form of expression they should aim for. It is the vital first step on the road to actually embedding and activating an authentic purpose. Not only does it represent the organization’s aspirations, it also sends signals to employees about what the company stands for. Having a well-crafted purpose statement really matters. However, we’ve seen many purpose statements that in our opinion range from vague (e.g., Delta’s “Lift the world”) to grandiose (e.g., Cisco’s “to power an inclusive future for all”) to uninspiring (e.g., Decathlon’s “to be useful for people”). It needs to be believable, authentic, and inspiring. Purpose isn’t about profit maximization it’s the reason the organization exists.Ī purpose statement should clearly explain how the organization will contribute to human, societal, or environmental goals. Organizations in all sectors are increasingly required by their investors, customers, employees, and wider stakeholders to articulate a clear statement of corporate purpose.
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