In the journey of building a meaningful company, the concepts of dreams, vision, and purpose often intertwine. While they are connected, each serves a unique role:
Purpose Is the Company’s Driving Force
Purpose answers foundational questions for an organization: Why does this company exist? What is its true meaning and contribution to the world? It is not something often handed to a company; it must be discovered. It is a passionate quest, larger than the company’s operations, that brings clarity and strength to its actions. As Robert Byrne aptly put it, “The purpose of life is a life of purpose.”
To discover purpose, a company must explore its four essential parts: Gifts and Talents, Passion, People, and Places.
Every company has inherent strengths and unique capabilities that set it apart. These gifts and talents are the foundation of purpose. Reflect on what the company does exceptionally well, what it is consistently praised for, and what differentiates it from others in its industry. These strengths reveal the company’s talents.
Passion fuels purpose. It is the fervent interest or dedication that motivates the organization to use its gifts. To uncover this passion, leadership can ask: “If resources were unlimited, what impact would we strive to make in the world?” This thought exercise removes limitations and reveals what truly drives the organization.
A company’s purpose is never self-serving. It is about using its strengths and passions to benefit and serve others. Consider the story of The Salvation Army, which began with a focus on serving "others." This guiding principle remains central to its mission, inspiring and helping people across the globe.
Gene Edward Veith Jr., in his book God at Work, highlights how organizations contribute to the greater good. From farmers planting crops to companies processing and distributing goods, every role serves others. Significant purpose always involves meeting the needs of people through the organization’s unique capabilities.
Where a company operates and serves must align with the release of its strengths. For example, a tech startup thrives in innovative hubs, while an agricultural enterprise flourishes in regions suited to farming. When a company’s environment complements its purpose, it finds greater success and fulfillment.
Studies back this up. Research from Duke University’s longitudinal study on aging found that job satisfaction—or, in a broader sense, organizational alignment with purpose—is a key predictor of longevity. Similarly, the 2006 General Social Survey found the most satisfying professions involved care, teaching, and creativity—fields where purpose and passion meet.
The Courage to Pursue Purpose
Pursuing purpose often requires courage to step into the unknown and risk failure. History is filled with companies that initially "failed" but ultimately found great success by embracing their purpose:
These examples remind us of Robert F. Kennedy’s words: “Only those who dare to fail greatly can achieve greatly.”
A Formula for Purpose
To discover its purpose, an organization can consider this formula:
(Gifts and Talents + Passion + People + Places) x Vision = A Life of Purpose.
Leadership teams can reflect on each part, identifying the company’s unique strengths, clarifying its passion, defining the people it serves, and ensuring it operates in the right places. This clarity will guide the organization toward a life of significance.
Living a Life of Purpose
When a company aligns its opeweations and goals with its gifts, passion, and a clear vision, it experiences unparalleled satisfaction and success. Helen Keller said it beautifully: “True happiness is not attained through self-gratification but through fidelity to a worthy purpose.”
The power of purpose transforms organizations from entities of mere success to agents of significance, creating generational impact. Embrace your company’s purpose, and let it guide you toward a future that and serves others.
