{"id":7574,"date":"2020-10-15T11:02:17","date_gmt":"2020-10-15T10:02:17","guid":{"rendered":"https:\/\/trustedcoachdirectory.com\/?p=7574"},"modified":"2022-02-04T11:51:13","modified_gmt":"2022-02-04T11:51:13","slug":"why-purpose-matters-now-more-than-ever","status":"publish","type":"post","link":"https:\/\/trustedcoachdirectory.com\/why-purpose-matters-now-more-than-ever\/","title":{"rendered":"Why Purpose Matters Now More Than Ever\u2026"},"content":{"rendered":"

There is a reason purpose matters more today than ever.<\/strong><\/p>\n

On August 19th,<\/sup>\u00a02019, 181 businesses in the US as part of the Business Roundtable<\/a>[1]<\/a> signed up to a new definition of the \u2018purpose of the corporation\u2019. At that time Jamie Dimon, chairman of J.P Morgan Chase said, \u201cThe American dream is alive, but fraying.\u201d The reimagined idea of the corporation removed the idea that the function of a business was, first and foremost, to serve shareholders and maximise profits. Those businesses pledged to invest in employees, deliver great value to customers, deal ethically with suppliers, and enhance their support for the communities in which they work.<\/p>\n

One year later, in August 2020, the US Business Roundtable said, \u201cDuring a time of tremendous challenge, Business Roundtable CEOs have shown what it means to live the principles we announced almost a year ago.\u201d<\/p>\n

The meaning of Purpose<\/strong><\/p>\n

Purpose is the critical \u2018why\u2019 behind everything you do. It\u2019s the difference your business makes in the world.<\/p>\n

As Ed Bastian, CEO of Delta Airlines said, \u201c\u2026 the idea that putting people before profits is, in fact, in the best interests of our planet, our communities, our employees, and our shareholders.\u201d<\/p>\n

Through being clear on their purpose, businesses will not only drive earnings but more importantly impact people\u2019s lives, and when they recognise that fact, they can have the greatest impact and create legacies they can be proud of.<\/p>\n

In the time since the world effectively \u2018shut down\u2019 due to the Covid Pandemic in 2020 we have seen many different approaches to managing staff as companies wrestle with how to remain solvent, how to motivate people remotely and how to work with suppliers and customers alike. Some companies opted to make swift cuts to their wage bills through mass redundancy programmes while others have maintained<\/a>[2]<\/a> that, at least in the short term, their employees are essential to their long-term survival and will continue to invest.<\/p>\n

Whatever your thoughts on creating wealth it stands to reason that the way you choose to invest your money is key to future success. When businesses make the decision to put purpose first, and to announce it to the world, there is often a backlash as people look immediately at the reason why those companies have made that announcement and often conclude it\u2019s just for PR. However, those that truly buy in to the concept of a purpose \u2018above and beyond making money\u2019 are those that, in the long term, build more a sustainable business and change the world.<\/p>\n

However, at this time, many business leaders are \u2018struggling\u2019 with how to grow revenues, increase productivity, cut costs and remain positive about the future for their employees and their customers. With this in mind it\u2019s evident that businesses need a clear focus. Something that will guide and inspire. Something around which to build a culture of success where employees feel truly valued and that also inspires customers. We believe this is the role of purpose, yet it\u2019s often difficult for leaders to ask themselves the searching questions that will enable them to get to the real reason they do what they do. This is where great coaches can really help.<\/p>\n

Purpose creates the real reason a business exists and bonds all stakeholders together. A clearly defined purpose\u2026<\/strong><\/p>\n