It can be quite challenging to create a clear, short and inspiring purpose statement. So in this article, I’ll share with you a simple 2-part formula for creating / sharpening your purpose.
But why do we even need a purpose?
A company’s purpose impacts a wide range of essential areas of a business, particularly these two:
- Direction → A purpose helps define the essence of what the company does. Defining this makes the day-to-day decision-making much easier.
- Inspiration → A purpose is like a magnet. It leads to action and momentum.
Here’s the simple formula for your purpose statement:
To help [your customer] achieve [result].
With this one sentence, you clearly define who your customer is and what key benefit you want them to experience.
What purpose is not:
An abstract marketing slogan. While a purpose is inspiring, it doesn’t contain any grandiose terms that are devoid of meaning.
The company purpose is practical. It helps you be clear on your why and with making decisions on your day to day.