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  • Writer's pictureAJ Cheponis

Connecting the Dots Between Corporate Purpose and Human Reality

If I told you that the corporate purpose is the lifeblood of a company's success, you'd likely nod your head in agreement. Yet, when I ask senior executives to rate how well their company's purpose is realized, the response is usually lackluster at best. It's like having the blueprint for a rocket ship but failing to get it off the ground. Folks, this is not just a gap; it's a cavernous disconnect that could drag your entire organization into the abyss. Mediocrity in connecting employees to your purpose is a death sentence to your business.



The Human Element in Realizing Corporate Purpose

I've had the pleasure to delve into this quandary. I don't call it "magic"; I call it hard-nosed, data-driven human analytics. Your employees aren't cogs in a machine; they're your competitive edge. Think of them as talent waiting to be optimized. You can have all the tech gimmicks in the world, but without an engaged human force, your corporate purpose will remain an illusion—a pie-in-the-sky dream.



corporate purpose is the lifeblood of a company's success

1. Stop Rushing the Purpose Game

Stop treating your corporate purpose like it's a sprint. It's a marathon that demands a deep understanding of your business landscape and, crucially, your people. Some of you are so enamored with your mission statements that you ignore the rot in your operations. Clean your house first. Your purpose isn't some separate entity; it’s intertwined with your strategy and needs to be born from a rigorous understanding of what your business, and the humans in it, can and should aim to achieve.



2. Action Speaks Louder: Don’t Just Talk, Live It

This isn't a game of lip service. Cultivating a purpose should be as real as your quarterly financials. Look at Microsoft. Satya Nadella didn’t just inject a new purpose; he remodeled the company's very culture. Your culture isn't just a bullet point in an HR manual; it's the air your employees breathe. Be conscious of it. Feed it. Let it permeate every aspect of your organization. This isn’t just about putting up motivational posters; it’s about behavior—human action that makes the intangible, tangible.



3. Translate the Ethereal into the Concrete

A purpose that's stuck in the clouds serves no one. I've seen businesses lose themselves in the poetry of their mission statements while failing to give it legs on the ground. I advocate a people-first approach that looks at how your purpose benefits every stakeholder, not just the boardroom. From your frontline workers to your suppliers, your purpose should be a palpable force, lived out in the day-to-day realities of your business.



4. Simplify: Speak Human, Not Corporate

I can't stress this enough. Speak to your people, not at them. Ditch the corporate lingo; it's like trying to conduct a symphony with a sledgehammer. If your purpose can't be communicated in simple, human terms, it's not going to be realized. Full stop.



5. The Conversations That Matter: Humanize Your Purpose

Forget about the PowerPoint slides and corporate memos. People don't fall in love with bullet points; they connect with stories, with human experiences. These conversations aren’t a one-off; they are the backbone of an ongoing dialogue that fuels the organization. If you can’t articulate and share what your purpose means in the lives of real people, you're setting yourself up for failure.



Closing Thoughts

If you’re a CEO, HR Manager, or any leader concerned with talent optimization, listen up. Recognizing the centrality of the human element in the actualization of your corporate purpose is not a soft option; it's a strategic imperative. We can help you make this happen. With behavioral science and human analytics, we don't just highlight the problem; we offer you the robust, data-backed solutions to tackle it. Anything less is not just settling for mediocrity; it’s courting disaster. So, what are you going to do about it?


How to build an exceptional culture


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