As a business owner, you might be wondering what all the hoopla is about. You might also be asking yourself “does my company need a purpose?” If you are still pondering this question I am going to help you decide if it’s worth the time and effort to create a purpose for your company.
First, the backstory
When I began my company in 2010, I was like most graphic designers. A jack of all trades and a master of none. I would take on any and all types of projects. But my favorite was logo designs. When I got these projects I would embark on a journey of insight and education understanding the business owner and what made them tick. I would deliver great logo designs to my clients and share the wonderful story of how I came up with the solution. What I didn’t know at the time, I was developing their brand in a half sense. Over time I began putting the pieces together and realizing that what I was doing was more complex and experience-driven than simply logo design. It was brand development in its infancy.
I desired to be more than just a logo designer. I knew that early on. I saw the fruits of my labour in the excitement of my clients. I saw their successes after I completed their project and it was exhilarating. I wanted to replicate this on a larger scale and I thought I had the formula to do it, but there was something missing.
The missing piece was me.
I felt something lacking in my company. There was a missing piece of communication that was there but I couldn’t articulate properly. As I assessed my past clients, the projects, and the testimonials I began seeing that missing piece but I still couldn’t explain it properly. Then I saw Simon Sinek’s Golden Circle TedX talk.
After I watched it, I read his book Start With Why. Then it all made sense to me. I had a desire to create my company into something special. Something beyond the expected graphic design or branding services company because it was much more than the expected. It was a company with a purpose. I knew immediately, I had to find MY purpose before I could move forward. This was the missing piece for my company.
After I finished finding my purpose I saw the power that lay in the words crafted. It was not a blanket statement PR stunt. It was not just some warm and fuzzy words that make your company look cool. It was my compass for everything I did moving forward. Creating my purpose has affected every aspect of my company’s direction. It has been my guiding light for corporate alliances, marketing direction, collaborations, and decision making.
To this day, my purpose has never steered me wrong. It has helped me get back on course when I have led astray. It has helped me with sales and marketing. It has helped me with growth and direction. Most of all, it has been the best thing I have ever done for myself.
Now back to you
You might be able to relate to this story. Maybe elements within it resonate with the company you want to build. What I want you to understand is that a purpose statement is more than some well-crafted words that sound amazing when you say them. They are a source of inspiration and guidance. It’s a statement that you can feel with every fiber of your being.
It’s not for everyone
If you are a business owner who is content with the way your business is operating and growing, you will be wasting your time with a purpose statement. It will not serve you in any way.
But if you are a business owner who is sick of the status quo, this will help you build your own sandbox.
I have worked with many business owners who desired more. They saw their industry wrought with complacency and commonality and didn’t want to become one of them. They also viewed their service and products as better and more valuable than what was currently in the market. Because of this, they needed the rest of the world to know how good they were and why customers should choose them over the rest.
Does this sound like you?
Moving you company forward with purpose as your compass takes time. It requires someone guiding the conversation to extract the right information from you to craft your purpose statement.
So who should help you and who shouldn’t?
It goes without saying that anyone that has not done the exercise of creating their own purpose statement with Simon Sinek’s teachings, will be the wrong fit. To truly understand the power of purpose, the teacher needs to have been a student. If you desire to do it yourself, you can take the course and get all the tools you need through Simon’s website.
Once completed, your purpose will energize you and your company. You will see a shift in those who work for you and you will see it within yourself. What was once a hard task, marketing becomes much easier because now you know WHY you do everything you do within your company and personally.
Your personal purpose and company purpose are one and the same.
When you look at your company and the leadership, where does it begin? It starts with you. Everything you built from day one has been an extension of yourself. So when you craft your personal purpose statement it will transfer into the purpose statement of your company with a few minor word corrections.
It’s never too late to get started.
Listen, if you have been operating your company for a number of years with a sense of being that you are unable to articulate, it’s ok to start now. It’s never too late to discover your purpose. Once you discover it, your purpose is going to clarify your direction. Giving you focus and the right guidance.
Let’s ask it again, do you have to be a company with a purpose?
No, you don’t if you are completely satisfied with where you are right now. It’s not for everyone and if your intent to have a purpose is motivated by increasing market share and revenue, people will know you are full of shit. But if you desire more and want to be in your own sandbox, a company purpose is one of the first steps into your own path of success.
Do you care about your clients and brand?
Do you feel like others don't get the method to your madness? Do they look at your excessive nature of caring and going the extra mile as a waste of time and money? Do they have a chuckle at your expense?
Don't stop doing what makes you great! Do more of it because this is what separates shitty brands from great ones.
If you have a desire to take your brand to a new level of success, let's talk.
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