Having a well-crafted purpose statement really matters. Not only does it represent the organization’s aspirations, it also sends signals to employees about what the company stands for. It is the vital first step on the road to actually embedding and activating an authentic purpose. Yet leaders often struggle to articulate an appropriate and inspiring purpose statement due to a lack of guidance concerning the focus, scope, and form of expression they should aim for. The authors conducted a detailed analysis of purpose statements from leading organizations around the world and developed a diagnostic framework leaders can use to help craft the best purpose statement for their specific situation.
Organizations in all sectors are increasingly required by their investors, customers, employees, and wider stakeholders to articulate a clear statement of corporate purpose. Purpose isn’t about profit maximization; it’s the reason the organization exists.
We’ve undertaken a detailed analysis of 66 purpose statements from leading organizations around the world. We considered whether the statements were clearly formulated and closely linked to the organization’s core activities, as well as the extent to which they were credible. We talked to senior leaders and employees and reviewed best-practice advice.
Employees are likely to be especially well-attuned to inauthentic purpose statements. Where they perceive a mismatch between the stated purpose and the daily realities of organizational life, we’ve found they experience disenchantment, leading to loss of engagement and potentially even the decision to quit. Adding questions about the purpose statement to regular employee surveys will help leaders identify where it’s falling short.
For example, Mars’s statement, “The world we want tomorrow starts with how we do business today,” fails to clarify who in particular will benefit from the company’s products. Apple’s purpose statement, on the other hand, makes the intended beneficiaries, its customers, more clear: “Bringing the best user experience to its customers through innovative hardware, software, and services.”The final component of SABRE addresses how the statement is worded.
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