“People don’t buy WHAT you do, they buy WHY you do it.” – Simon Sinek
Almost everyone understands themeaning of Purpose and Values, they also understand the need for it in their businesses. Most however miss the real reason for bringing this into the corporate identity. They think of it as great PR – in websites, corporate slides, induction programs, and even in company newsletters. Unfortunately, this is precisely where the power of Purpose and Values dissipates.

The power of Purpose & Values is not in the definition but in its ability to rally around the collective energies of all stakeholders of the organisation towards living the Purpose and achieving a Vision. The articulation of Purpose and Values therefore should not be a mere exercise in linguistics.

It should be a discovery of what powers the action of employees, what energises them and then articulate that clarity in simple terms. When done this way, it unleashes the true power of an organisation and propels it towards the next orbit.

Isn’t that what leadership is all about? The irony is that the collective energies of the employees are available. All you have to do is harness it. It is like a waterfall. The water is available. All you have to do is harness it to create hydel power. If you don’t, it merely flows away.