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Create Emotional Connection through Purpose

Monte Wyatt & Brad Sugars, Sep 12, 2019

If you love what you do you never have to work a day in your life. If you love what you do, it's clear that you live with a purpose. For your company to thrive and build powerful emotional connections with your team and customers, it must also have a purpose.

Purpose is a component of the Discipline of Mission, and it’s your purpose that creates the emotional connection between people and an organization.

This is important, because your purpose is your "why." It's your reason for getting up in the morning. It is what motivates you to action. Purpose keeps you focused. Knowing our purpose in the world helps us answer the question: why are we here?

In business, everyone should work for a common purpose. You find a common purpose by aligning shared passions, shared beliefs, and shared value. Purposeful leaders leverage common purpose to inspire, unify, and drive collective action to achieve their goals and desired outcomes.

Businesses have an impact on the world, so leaders should use the power of shared purpose to create an emotional connection to every person in their organization. Purpose-driven brands produce business sustainability and positively impact the world by identifying a purpose common to their stakeholders.

A vision and mission are lofty and long-term. But for an immediate impact, you need a purpose. Your purpose is deeper than making money. In fact, making money is the outcome of fulfilling your purpose as a business.

A purpose statement tells people what ignites your passion and inspires you to be the best you can be. It draws on skills and experience while stimulating personal growth and future opportunity. The purpose of your business should be so powerful that it inspires everyone to do their best every single day.

Every organization needs to define in a very simple sentence why it does what it does every day. This should provide a clear emotional connection to everyone within the business.

Many companies have mission statements. A mission statement is different than a purpose statement. I believe that organizations should have a purpose statement rather than mission statement. A purpose statement defines clearly why we do what we do. It should be motivating us to do our job every single day. It should be motivating to us to do our best.

The single question that can unlock your company’s purpose is this: What is your organization here to do, besides making money?

Here are the steps to creating a purpose statement.

  • Know your goals. This also includes the steps that will get you there.
  • Consider your company's values. Your purpose should align with the core values of your organization.
  • Don't be ambiguous. Make your purpose clear and clearly understandable.
  • Think about how you will measure success.

You should spotlight your company's impact on the world and answer the question every employee asks: Why do I go to work every day? This is a more profound existentialist question about what the company does in the here-and-now.

To recap, businesses have an impact on the world, so business leaders should use the power of shared purpose to create an emotional connection to every person in their organization. They should strive to be sustainable and have a positive impact on the world, by identifying a common purpose.

We'd love to hear from you. What is your company's purpose statement? Thank you for sharing.