Purpose At Work May 5, 2010My CareerOff

You wake up every morning certain that something you do today will improve the world. It could be as easy as consciously deciding to work on purpose. Purpose is the driving force that inspires all of us to do things that are bigger, better and benefit everyone.

Consider this: A study published in Jag Sheth’s book, Firms of Endearment, shows that purpose-inspired firms enjoy greater returns, some earning more than the S&P 500 by 1,026 percent. Great brands stand for more than they sell. They achieve commercial success by benefiting all stakeholders – employees, customers, partners, community and society at large.

So, how do you add purpose to your company – and your life?

Identify the founding philosophy of your company (why it was created). Now armed with that purpose, determine the highest genuine goals the company can achieve, suggests Christine Arena in her book The High Purpose Company. Let this purpose inform everything you do.

Want some examples of purpose-driven brands? Pepperidge Farms founder Margaret Rudkin had a higher calling: to make bread that her allergic child (and soon, all the neighbors’ kids) could eat. She went from making bread to making dough, and Goldfish now serves optimism to children in the form of Fishful Thinking. Google’s purpose is “do no evil.” Graco’s is “cradle those who cradle them.”

Companies like Procter & Gamble now focus fully on purpose because they know purpose plus passion equals performance.

Bonus PINK Link: Personal purpose is as important as your company’s. Here are three steps to learn your purpose and follow your mission.

Online Exclusive: Click here to find out how to avoid “purpose-washing” in the wake of the massive BP oil spill.

By Joey Reiman

“Where your talents and the needs of the world cross –
therein lies your vocation.” Aristotle

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