Create Emotional Connection through the Discipline of Mission

Monte Wyatt & Brad Sugars, Sep 03, 2019

Everyone wants to connect. Everyone wants to feel that they are valued. Everyone wants to have a purpose in life. But the truth is, with so many people disengaged at the office, and outside the office, we need to think hard about how we run our businesses, and the effect this has on our emotional well-being and our connection with what we do and how we live.

That’s where the Discipline of Mission comes in.

The Discipline of Mission creates emotional connection inside and outside your organization.

You need to have an internal emotional connections before you can foster emotional connections outside your company. Why should people do business with you if the people who work for you aren’t happy, engaged and connected?

The aim is to create an environment that people love, a culture they thrive in, a place where they are at ease interacting with each other, and with their customers and clients. A place of connection, meaning and purpose.

Talking about emotional connection is not a touchy-feely exercise.

Emotional connection has real-world consequences that come from the strength of your business, which comes from the emotional connection of the people in your business with your business.

The Discipline of Mission has three core components: core values, purpose and giving back. Here's how each of these creates an emotional connection.

First, core values drive your company’s culture.

Often, businesses have an unwritten culture. It’s how people behave. It’s how someone shows up for the day, for good or bad. Core values always exist, even if we didn’t sit down and create them. They define our behaviors. Analyze the behaviors of a group, and you'll reveal its core values. And every organization has a culture, whether it openly embraces and shapes its core values or not. Don't intentional and proactive in creating your culture. Start by understanding your core values.

The core values for your organizational culture are something your company must explicitly create, lead, and manage. That’s because they determine how employees act and behave toward each other and the rest of the world. Core values also enable external audiences like customers, suppliers or investors to understand and value what the company is and what it stands for.

Teach your people how to live your core values. Hel them to grow in these core values. If they don’t fit your core values, then they’re not right for your company. You want to attract people who fit your core values. This is the environment you're driving to create.

Second, purpose asks and answers this: Why are we doing what we do?

Notice that we're talking about purpose as part of the Discipline of Mission. When you hear the word mission, you might think of mission statements. But we don’t mean mission statements. We mean purposeful connection. A company doesn’t need a mission, it needs a purpose. We believe that people should have a purpose statement rather than a mission statement.

A purpose statement defines clearly why we do what do, every single day. It should motivate us to do our job, every single day. It should motivate us to do our best, every single day. Your purpose statement is much greater, and more impactful, than just making money. With your purpose statement, you create emotional connection.

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. The purpose of your business should be so powerful that it inspires everyone to do their best every single day.

Businesses also want to 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. Purposeful leaders leverage their common purpose to inspire, unify, and to drive collective action to achieve goals. Purpose-driven brands produce business sustainability and positively impact the world by identifying a purpose common to their stakeholders and customers, and to society at large.

The third component of mission is giving back to the community and the world in which we do business.

It’s our duty to help our communities grow and thrive. It is our duty as business leaders to support and invest in the future of the community where we do business. When we give back, it’s not just that we’re giving back because by doing so we’re creating jobs. We volunteer and give back because we’re helping our communities get better all the time. We must help those who are less fortunate.

When you are fulfilling the discipline of mission, everyone is emotionally connected to the company, your values, your purpose and your future.

To recap, the Discipline of Mission creates emotional connection inside and outside your organization. You need to have an internal emotional connections before you can foster emotional connections outside your company. You create emotional connections by using the three core components of this discipline: core values, purpose and giving back.

We'd love to hear from you. What do you believe are your company's values? Thank you for sharing.