Key Capability: Purpose

The purpose of the organization is the reason it exists. It is the glue that binds everyone in the organization to move in a common direction and strive to make a difference for the betterment of the world around us.

A purpose that is authentic, compelling and can easily integrate with the goal to make a difference individual employees bring to the organization is something special that high performing organizations find a way to utilize. During the 1960s, the common purpose of NASA was to put a man on the moon. Any employee working at the NASA Space Center during that period knew and rallied around that purpose. 

Today’s pace of change is faster and far more complex than ever before. As the competitive market drives continuous waves of change, organizations must respond to maintain or grow in their existing business environments. A compelling purpose provides a point of stability when everything else is changing and gives leaders something to rally employees around as they take on the rigors of market adjustments. 

Studies such as the McKinsey Individual Purpose Survey have shown employees who get the “purpose” they want at work report better outcomes at work and in life than less satisfied peers. Therefore, leaders have an opportunity to integrate the organization’s purpose with the individual employees’ desire to make the world around them better. 

At CRG, we have experienced consultants who can help you assess the impact of your purpose on the organization and the capability of your culture as it adjusts to environmental disruptions.