Lead With PurposeWithout a clear sense of purpose, organizations become listless. John Baldoni says in Lead With Purpose that it falls to the leader to make certain that organizational purpose is understood and acted upon. Retired Army colonel, George Reed told Baldoni that the importance of this cannot be underestimated:
I don’t think you can hit purpose enough as a senior leader. It is one of those things that can be undercommunicated by an order of magnitude. You cannot oversell, overpronounce “Here’s why we’re here.”The problem is that leaders think that they have communicated it enough, but the urgencies of the day cause people to forget their original intentions and their passion. It causes leaders to forget too. Repetition is essential. Baldoni states:
How well leaders use purpose to create the vision, mold the mission, and shape the values will serve as a testament to their ability to bring people together for a common cause.It may begin with an explanation of what the organization does, says Baldoni, but it is vital that it be linked to the organizational culture and values. That means having clear-cut, definite goals, putting people first, and importantly, reducing purpose to a simple and memorable statement.
Make purpose a central focus. Organizations that succeed are those that know where they are headed and why. Leaders of purpose tap into the power of narrative to help employees make sense of adversity and have faith in their organization’s ability to not just survive, but continually adapt and thrive.
Instill purpose in others. Prioritize people. People have to know what they are doing and why they are being asked to do it. To cultivate and leverage high-performing people, emphasize mission, values, creation, collaboration, and execution, establish clear expectations for behavior, and embrace the credo: “Honor the workforce.”
Make employees comfortable with ambiguity. Purpose can provide clarity in unsettled times. Leaders who find clarity in chaos, practice the virtues of pragmatism, and teach critical thinking skills will make living with uncertainty easier for their people—and themselves.
Turn good intentions into great results. Even in a tough world and a people-sensitive company, it’s a bottom-line fact: the work still has to get done. Leaders of purpose balance creativity with practicality; keep a firm eye on efficiency, effectiveness, and accountability; and strive to instill ownership in every individual worker.
Make it safe to fail (as well as prevail). Reasonable risk, daring to try something radical while keeping a grip on what works and what doesn’t, is critical to every breakthrough success. Leaders of purpose explore the impetus for change—reason, urgency, action—before leaping; respect their people’s resourcefulness; and handle setback with grace.
Develop the next generation. Few senior business leaders will be in their current jobs five or ten years from now. Leaders of purpose prepare their people for a future beyond them by hiring with care, developing capable, competent employees who are able to rise to challenges and seize opportunities; and enabling others to lead.
Prepare yourself. Purposeful organizations need leaders who know themselves first; have the inner compass that points them in the right direction. Many leaders never take the time to do so. Take time to reflect on what you want to do, why you want to do it, and how you will do it.
Baldoni says to define purpose, you want to ask three questions:
What is our vision? Vision emerges from the sense of purpose. It forms the why, but it also embraces the future as in “to become” the best, the most noted, the highest quality, or the most trusted.
What is our mission? Your mission is the what of an organization; what it does.
What are our values? Neither vision or mission mean much if they are not reinforced by strong values. Values shape the culture. Values enforce the behaviors that employees cherish.
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