Why Purpose Lifts Teams Up
Conversations to define and instil purpose elevates performance
Defining and understanding the reason why we should keep going makes an immense impact on our work. This is different from having a mission, which is a broader, bigger-picture statement (covered in the 5xM Framework and the analytical proficiencies in Chapter 5 of my book The Rhythm Effect). Purpose is more pointed. It is more direct. In fact, it is what gives us direction and is a key ingredient in our ROE game. If our mission is the reason why we are on a journey, then our purpose is the road we choose to take. The core values, mission, vision and identity of our team all pour into one pot to give our vocation’s context. When this context is clear, we can define a strong sense of purpose. Unfortunately, many businesses conjure big statements but rarely use them. They become meaningless, and people can find the whole conversation a little tedious. You even may be rolling your eyes at this right now! But do not despair. Even without a completely clear context, we can build and utilise purpose as leaders.
When our purpose is well defined, we have a strong motivation to get up and try again when we have failed. We tend to find things get complex when we have competing priorities, different interpretations and a wide range of problems to solve. Naming our purpose can be difficult to do, but I think it is our number one go-to when we face complex situations. The tougher the times get, the more powerful our purpose can be. Without a clear purpose that you and your team understand and agree upon, the more you risk creating an environment of high waste instead of high performance.
As an elite leadership consultant and creator of the Harvard Law School Centre, Nikos Mourkogiannis is highly qualified to talk about purpose. In his book, Purpose: The Starting Point of Great Companies, Mourkogiannis says, “Purpose is the difference between good and great, between honourable success and legendary performance, between fifteen minutes of fame and legacy.” This speaks to the role of purpose in our ability to keep going. If we can harness purpose, we will be able to hang in there and push through to the other side of the challenge.
Some useful ways to define purpose for your context:
1. Find a personal connection to the company values and mission. What is your take on it? What part of it speaks to you? What makes you feel something?
2. Team identity is critical. By labelling “who we are”, we breed the behaviours associated with that label. In his book, Atomic Habits, James Clear says identity is a game-changer for breaking bad habits and building great ones. Once you have a clear identity, you identify key behaviours required for that identity.
3. Discuss purpose at every team meeting. Update it, adjust it and continually enhance it. If your people find “purpose” a little difficult to approach, then use the term “direction”, and speak in shorter time periods.
4. Utilise heritage. What artefacts does your business have? Our past is a great inspiration to the future and reminds us what this place is all about.
Defining a purpose and having a shared purpose for your team is a useful tool to leverage and keep people moving forward during tough situations. Purpose upholds motivation when the chips are down and builds continuity into your team amid changing staff, projects and team focuses. If purpose is cloudy or inconsistent, then people will be wondering why they should care or commit, and all sorts of friction will dominate our team’s workflow.
