2.6
CLARIFYING PURPOSE: HARNESSING PEOPLE
POWER IN ORGANIZATIONS
Inspired by John Jones, Patricia Jones, Larry Kahaner, and numerous other sources.Creation of meaning or purpose is what distinguishes leadershipfrom management.People want
meaning in their work lives. They want to know why: to what end and for what purpose they
are working so hard. History shows us people will do almost anything for leaders who lead peo-
ple by defining an engaging purpose. In the process of clarifying purpose, leaders help people
grow, expand their thinking, and become contributors to new initiatives. In their book, Built
to Last,about companies that outperformed the stock market by 50 to 1 over the last 50 years,
Collins and Porras identified as the number-one factor “an enduring sense of purpose.”
Alternatively, when change fails, it’s invariably because people can’t see the purpose, the why,
underlying the change, and thus cannot meaningfully commit themselves to supporting the
new initiative.
WHAT IS A PURPOSE?
- A purpose is a reason for being—why this organization, unit, or project exists.
- A purpose statement is a high-level description of the direction and value of your activ-
ities to your clients or customers, to your workgroup or organization, and to yourself. - Purpose clearly and concisely answers the question: “How does this proposed unit or activ-
ity add value for our customers, our stakeholders, and our organization?” - Similar terms used are: rationale, mission, overall goal, direction, vision, scope, intent,
strategy, wavelength, big picture, meaning, or why.
WHY IS PURPOSE IMPORTANT?
✔ A clear purpose helps keep a workgroup committed, on track, and on schedule. Anyone
in the group should be able to tell anyone else the whyof any activity.
✔ A clear purpose reduces frustration, and the potential for conflict, by aligning members
of a workgroup around a reason for being.CHARACTERISTICS OF AN EFFECTIVE PURPOSE STATEMENT
❑ It motivates aligned action.
❑ It is well-understood and concise. It can be explained to any stakeholder in three min-
utes or less, and every member of the organization has a personal understanding of the
organization’s purpose.
❑ It guides plans, decisions, and activities in the face of ambiguity.
❑ It is enduring. Thus, modifying a purpose statement signifies a new direction.SECTION 2 TOOLS FORBIG-PICTURETHINKING 59