Developing a Purpose Statement
The Purpose Statement. This is a great place to start to build your foundation. You need to take the time to figure out your business’ why statement. Having a clear purpose and focus on everything you do can transport your business to a brand. From how you speak to customers, to the connection your employees feel within the organization, to the decisions that are made along the way, an engaging purpose statement will bring it all together and ensure your business’ success.
If you’re going to draft up a purpose statement, keep this in mind when you’re doing it:
To inspire your staff to do good work for you, find a way to express the shop’s impact on the lives of customers, clients, — whoever you’re trying to serve. Make them feel it.
A good place to start is to read/watch "Start with Why" Simon Sinek
Purpose (why we exist) is bigger and greater than any business goal. When your shop has a clear purpose, it attracts talented personnel, strategic alliances, and loyal customers.
Developing a purpose statement:
- Focus on people, either the internal team or customer-driven
- Non-competitive – other organizations could have a similar version
- The statement could be relevant forever – might never be attainable
- Creates a desire for team cooperation – bigger than the individual
- So motivating that people are excited to get up in the morning and charge the day
- If possible, speak to the human soul
The Golden Circle Of Marketing
There are three layers of how you can market your business:
- You can talk about WHAT your business does,
- You can talk about HOW your business does what it does,
- Or you can be talking about WHY your business does what it does.
Sinek calls this the “Golden Circle of Marketing” with the “what” on the outside of the circle, moving to the “why” as the inner circle. A business’ “what” and “how” messages speak to their customer’s rational brain. They explain the services offered and how they are offered, typically in a way that attempts to make that business stand apart from its competitors. The “why” statement targets the emotional center of our brains, which neuroscience has shown us is how we make decisions. For this reason, Sinek says,
Starbucks’ and Nike’s mission statements (really purpose statements) and great examples of why statements. Take Starbucks, for example:
What they do is sell…….coffee. How they do it ……..neighborhood shops with free wifi and employees who get better benefits than those in many similar businesses. But the WHY behind it all is that they want “to inspire and nurture the human spirit.” If you had to choose between getting coffee at a place whose message is “we sell great coffee” or a place whose message is “we want to inspire and nurture the human spirit, and that is the driving force behind everything we do which just happens to include selling great coffee,” which would you choose?
Start Your Engine
Answer the question below
What do we do?
Who do we do it for?
Why do we serve our customers in the way that we do?
Why are we in this industry?
Why did we start this business?
What image of our business do we want to convey?
Create a list of words from which a sentence could be formed. Divide into three lists:
- Nouns: touching on more of our “what” – this list included words like website/websites, brand/branding, online presence, digital solutions, etc.
- Verbs: action words that convey the feeling of our organization’s goals for clients – this included a lot of the words that are seen throughout our website, many of which fit our “road warrior” theme, I.e. drive, accelerate, rev up, etc.
- Inspiring words: those that touch people’s emotional core, such as empower, deserve, inspiration, innovation.
Put it all together into a cohesive and concise statement that explains who you are at our core and why you do what we do. Think about your goals, interests, and beliefs.
Disney – “To create one of the most special memories in a person’s life. “
3M – “To solve unsolved problems innovatively.”
Microsoft – “To empower every person and every organization to achieve more.”