From Shaina at Forty: If you’ve ever had to endure the pain of reading a typical mission statement, it probably included a bunch of dry and meaningless babble about “increasing shareholder value” or “providing the best customer service around.” That’s not a purpose. It’s not what drives them to get up in the morning, guides their decisions, or inspires their tribe. It’s what the CEO or board thought would sound good during their annual strategy meeting.
Purpose is powerful because it causes everything else to make a lot more sense. You no longer have to deliberate your goals for the next few years or the concept for your next campaign. You don’t have to figure out what qualities you’re looking for in a new employee or how to train them to do their job right. You don’t even have to think twice about how you should handle that really angry call from a customer you’ve been avoiding. Why not? Because the path is illuminated for you when you’re driven by a deeper purpose.