02 Aug Strategy Tip #1 Purpose
When thinking about the purpose of an organization, we need to ask: What impact will this organization make?
The answer to this question will feed into defining the mission (What was it set up to do?) of the organization and will distinguish it over the long term. According to Bruce Jones of the Disney Institute, the purpose of an organization should answer ‘Why we do what we do?’.
It should “share a dream; shape culture; communicate aspiration; instill ownership; fuel passion; build communities and cathedrals and create happiness“.
Some examples of organizational purpose include:
- To make sustainable living commonplace. Unilever Caribbean Limited.
- Helping clients thrive and communities prosper. Royal Bank of Canada
How does your organization define its purpose?