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What is Noble Purpose?
Guest articles > What is Noble Purpose?
by: Lisa Earle McLeod
As human beings we are hardwired to seek meaning and purpose in our lives. Nowhere is this more important than work, where we spend so many of our waking hours.
Bill McDermott, CEO of SAP, explains, â€śThis is a world where purpose matters
I created the concept â€śNoble Purposeâ€ť and a methodology behind it to help leaders accelerate growth and establish competitive differentiation. A Noble Purpose is a clear and succinct statement about the impact your organization has on customers. Itâ€™s the jumping off point for a strategic initiative that includes every facet of your organization.
Itâ€™s not enough to say, â€śWe want to be ethical, provide value and make money while weâ€™re doing it.â€ť That kind of milk toast messaging doesnâ€™t provide direction for employees, nor does it create competitive differentiation.
Noble Purpose is:
When we began working with Cleveland-based Explorys, they were a start up with big dreams to transform healthcare. Working with their leadership team, we crafted the Noble Purpose: â€śWe unlock the power of big data to improve healthcare for everyone.â€ť Itâ€™s short, and it describes their customer impact. Four years later, after living and working their purpose everyday, theyâ€™re one of the largest healthcare databases in the world. They were acquired by IBM because of their market leadership.
Organizations who try to crowbar shareholders, employees, the community, suppliers, etc. into their purpose wind up with no purpose at all. Organizations whose purpose is improving the lives of their customers outperform the market by over 400% (documented by Jim Stengle and Millward Brown Optimar study). Noble Purpose organizations deliver a better return to shareholders and engage employees because they rally people around the cause called customers. Our client Jim Cullinan, VP of Sales and Marketing for Kaiser Permanente notes, â€śPurpose is a force multiplierâ€ť.
Noble Purpose doesnâ€™t change with the season. Itâ€™s the driving force of your strategy. My mentor, legendary consultant Alan Weiss says, â€śNoble Purpose is like your mission on steroids.â€ť It tells your team and the market, who you are and who you are not.
4. Decision-making tool
When itâ€™s clear, succinct, and customer focused, your Noble Purpose becomes a lens for daily decision-making. It prompts questions like: â€śIs this in alignment with our purpose? Is this the most powerful way to accomplish our purpose? Is this the most profitable way to live our purpose?â€ť Noble Purpose tells you when to say yes, and when to say no.
What itâ€™s not
Make no mistake, Noble Purpose is a commercial model. The noble element is about the value you create for customers. Itâ€™s the lynchpin of your go-to-market strategy. Noble Purpose organizations are generous, but their prime focus is customer value.
2. A feel-good HR program
Noble Purpose organizations have KPIs that measure customer impact. Theyâ€™re relentless about competitive differentiation. They may or may not offer foosball tables and free vegan lunches. People love working for Noble Purpose companies for one reason: theyâ€™re on fire about the impact they have on customers.
3. A tagline
Marketing campaigns come and go; Noble Purpose is constant. When you align
your strategy, business model, and metrics around the impact you want to have on
customers, you establish true competitive differentiation. And you create a
tribe of True Believers who drive revenue through the roof.
Lisa Earle McLeod is a sales leadership consultant. Companies like Apple, Kimberly-Clark and Pfizer hire her to help them create passionate, purpose-driven sales forces. She the author of several books including Selling with Noble Purpose: How to Drive Revenue and Do Work That Makes You Proud, a Wiley publication, released Nov. 15, 2012. She has appeared on The Today Show, and has been featured in Forbes, Fortune and The Wall Street Journal. She provides executive coaching sessions, strategy workshops, and keynote speeches.
More info: www.mcleodandmore.com
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Copyright 2016 Lisa Earle McLeod. All rights
Contributor: Lisa Earle McLeod
Published here on: 20-Mar-16