The Business Case• Purpose and value driven organizations outperform the market by 15:1—and outperform comparison companies by 6:1• Organizations who center their business on improving people s lives have a growth rate triple that of their competitors.• Salespeople who strive to make a difference to their customers outsell salespeople who are primarily focused on their own sales goals.
Purpose drives growthOrganizations who center theirbusiness on improving people’slives have a growth rate triplethat of their competitors.
Purpose improves moralePeople are driven by autonomy,mastery and purpose. It makeswork more meaningful.
Purpose drives salesSalespeople who strive to makea difference to their customersoutsell salespeople who areprimarily focused on on salestargets and money.
The internal conversationbecomes the externalconversation.
Sample NSP’s• We help people build a better world. (Meridian Systems)• We make transportation safer, faster, and more reliable. (Graham-White Manufacturing)• We help small businesses be more successful. (CMIT Solutions)• We help people create ﬁnancial success. (Capital G Bank)• We turn employees into leaders. (getAbstract)• We unclog the wheels of justice. (Orange County Superior Court)• We help organize our clients’ information and make it universally accessible and useful (Google)• We help leaders drive revenue and do work that makes them proud. (McLeod & More, Inc.)• We bring health and hope into the lives of patients. (Sunovion)
Common signs of purpose erosion• Internal metrics become more important than external metrics• Silos emerge as groups focus on their speciﬁc targets• Internal discussions are always quantitative and rarely qualitative• Managers talk about industry leadership versus customer impact• Beating the competition takes precedence over serving customers• Products become commoditized• Internal competition increases at the expense of the collective purpose
Where is your internal dialogue?Company- focused Purpose-inspired• Internals metrics • Consumer impact• Internal objectives and • Customer/consumer deliverables experience• Coaching to the numbers • Coaching to customer outcomes• More quantitative • Quantitative and qualitative conversations conversations How will this improve our How will this improve life for our revenue and proﬁt? customers?