“Simply put the purpose driven concept is based on the principal that when given a purpose the employee desires to strive to do more for the company because they feel that they are a valued part of the company.  They are able to feel that they make a difference, and are more likely to look within themselves to make needed changes in order to serve their purpose within the company.”thereblogging states. Why does your company exist? If it is just to make money then you might be missing the point.

Here are some great purpose built companies:

DPR Construction We exist to build great things. We must be different from and more progressive than all other construction companies. We stand for something.”

Wholefoods – Americas healthiest grocery store - We seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture.

Grill’d - We are bringing healthy back to burgers. We think a burger should contribute positively to your health and wellbeing by not only being good for you, but being made with wholesome natural ingredients sourced locally and prepared freshly for you once you place your order (and not before).

Tom’s Shoes – we’re in the business of changing lives. With every pair of shoes sold, Tom will give a new pair of shoes to a child in need. With their new sunglasses range they will donate from every sale sight to someone in need. One to One program.

How do your employees become advocates of your company?

How to they make others jealous about being able to work with you? What do Zappo’s, Google and Spotify - (Soundtrack your life with Spotify) all have in common. They have all connected their companies to a wider purpose outside of making a profit. With increased global awareness, and instant communication via the Internet, mobile phones, and text messaging, many employees are able to see or hear first hand how their company compares to other companies.  They can see within another company what the working environment is like, what benefits they are offering, and how management treats their employees. There are countless websites that bash companies and share details of bad business practices. This transparency has created a business need for companies to attract employees and customers with their business practices.

First why it is important?

Purpose Driven companies have a big advantage. According to Dan Pink one of the key resources is they have more engaged employees and thus more productive. “ I would argue that purpose-driven companies have a huge competitive advantage right now. Employees and customers are hungry for purpose. Yes, employees want jobs. Yes, customers want deals. But even in a recession, we want more than

that. We want to feel that our lives have a deeper meaning that goes beyond paychecks and discount shopping.” Rich Karlgaard explains in his article purpose Driven Leadership. We are seek meaning

 especially when the basic needs are met. We are looking for our self actualisation needs to be met. We want to align themselves to those brands that represent something we believe in, or could believe in. People can’t buy into the idea of just making a profit, especially if it is not ethical or is creating in such a way that goes against their values.

Take for example, Spotify. CEO Daniel is passionate about making music available in a legal way that protects the artists. It is an easy concept to take on-board. Let’s face it, none of us want to rip off the music artists but we needed a way to hear the music before we bought it. Now we can do this on our mobile device. If we want it free of charge we have a few ads and if we are a hard core music fan we can choose a premium account. We can connect with our friends and see what they are into with the power of social media on Spotify.

Innovation becomes a big part of a purpose driven company. Everyone is so passionate about the company and what they stand for that people are keen and given the opportunity to contribute to the overarching purpose.

How to do it?

“This is the new era of a “PURPOSE DRIVEN” business world. Successful companies of the future will be finding new solutions that relate to our human concerns and considerations. Exceptional leadership will include words like, gratitude, loving leadership, acceptance, and intuitive vision and wisdom.  ”Our work experience can be totally inspiring or it can be a “have to” experience in life. Tina Olivero explains.

1. Empower your employees. Make sure that they know their ideas, skills and thoughts are valued.

2. Create a purpose that is serving a greater good.

3. Build a company that you and your employees can be proud of.

4. Have a set of values that are inclusive and allow for collaboration

5. Have a clear vision and goals and do this process together

6. Build a strong relationship with the community and understand and consider the social implications of your decisions

7. Sponsor good ideas. Create a space for innovation, playing and inventing. Create an environment where it is safe to try new ideas.

I for one support those who support my ideology and values and that serve a wider purpose. Do you?

Resources:

Podcast on purpose driven company – Internet Business Mastery

Customer Centric Workshops

Bernadette Jiwa talks of the importance of your story.