This slideshare provides a simple metaphor to understand the latent power of purpose in business and why organisations should be proactive in activating it. The greater the purpose, the greater the power to grow and win in the marketplace.

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A N D H O W T O A C T I V A T E I T I N Y O U R B U S I N E S S
THE POWER OF PURPOSE
SET YOUR VALUES | DEFINE YOUR PURPOSE | CRAFT YOUR STORY

2. The goal of business is to make a profit.
There’s nothing wrong with that. It’s an
essential target to shoot for.
The doors don’t stay open long without the ability
to put dollars in the back pocket of employees.
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3. Profit is not the purpose though. It’s the
target; its placed in the future.
Purpose is something different; purpose
isn’t placed in the future. It’s right here,
right now.
It’s what empowers your employees in the
present moment to get to that future goal.
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4. FRICTION
The purpose of a business is something less
tangible than dollars, but no less real.
If profit is the goal (the target) of a business,
you could say the purpose is like an archer’s
bow.
Purpose is not the arrow that will hit the target;
rather, it is what provides the power for the
arrow to hit the target.
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5. CLARITY
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In the distance you have the target you want
to hit. In your hand you have the bow.
They’re the two ends of business—profit
and purpose—but what takes place in-
between?
What is the arrow?
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The arrow is the consistent, swift and potent
delivery of your product or service.
It is client satisfaction that creates repeat
business and raving fans of your work.
It is facilitated by a team that is working from a
state of flow rather than friction.
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7. FLOW
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Companies that work from a place of clarified
purpose have a powerful bow to shoot their
arrows with.
Those without that purpose as a foundation are
left with the equivalent of employees trying to
throw the arrows with their bare hands—not
surprisingly, without the required power for the
task, they fall short of the target.
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8. LEVERAGE
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If you want to hit that target, you need that
bow!
P u r p o s e i s t h e i n v i s i b l e p o w e r b e h i n d
exponential business growth.
It’s what empowers your employees to deliver
results for your clients in order for your clients
to continue increasing the financial outcomes
of your business.
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9. Purpose is made tangible, accessible and
actionable through setting your brand values and
crafting your brand story.
When you get these two dynamics right, your
brand can begin to leverage the potent power of
purpose in every area of your business.
Actionable brand values and a compelling brand
story start to make the invisible visible and the
abstract tangible.
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Values and stories give form to purpose.
They make it possible for employees and clients
alike to grab hold of it, resonate with it, and make
it their own.
It sets your foundations, enabling your employees
the clarity and focus needed to scale your
business with confidence.
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Setting your values, defining your purpose, and
crafting your story puts a bow in your hand, arrows
in your quiver, and the power to hit your stated
business goals.
It transforms employees into superheroes and
clients into raving fans.
It is the foundations from which you can truly build
and scale your influence and business outcomes.
If you would like help with the process, the Brand Values Co. can help.
Contact us for more info at hello@brandvalues.co
www.brandvalues.co

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THE POWER OF PURPOSE
A N D H O W T O A C T I V A T E I T I N Y O U R B U S I N E S S
We help organisations set their values, define their purpose, and craft their story.
Web: www.brandvalues.co | email: hello@brandvalues.co