"We will become the (premier, global, best) provider of (low cost, market leading, innovative) widgets. Our first priority is to our (employees, customers, stockholders, whomever). We pledge to provide excellence in our (service, products, products and services) and we CARE about our customers."

I hope this doesn’t sound familiar! Typically such "missions" are placed on business cards, made into attractive placards and tacked onto the wall for all to see (especially customers). They are emblazoned on websites in glorious color and animation . . . then promptly ignored at the first sign of difficulty. When corporate leaders violate these statements more than once, word quickly spreads among the rank and file that the latest management "fad of the week" is finished. Such "wall poetry" doesn’t fool anyone.

3M, Marriott, and Southwest went far beyond vacuous proclamations and enjoyed their successes waaayyy before corporate "vision" statements became a fad. Each company spells out its ideology in simple terms:

• 3M: Enrich lives with excellent new ideas and products that serve the world.
• Marriott: Make people away from home feel that they’re among friends and really wanted.
• Southwest: Give ordinary people the chance to see and do things they have never dreamed.

Notice that none of these statements includes "building shareholder value," "maximizing profits," or "being the global premier provider of low cost quality widgets." Beneath these straightforward ideologies lies a powerful principle: give to the world honorable value.

An effective noble purpose unifies all stakeholders into a common cause. It must be captivating, challenging and ambitious. Companies that develop and follow a noble purpose retain faithful, committed employees. Their customers rave about products and services, and the companies impact their communities through corporate sponsorships and employee volunteers.

What has been the legacy of 3M, Marriott, and Southwest Airlines?

• All three companies ranked near the top of their industries in Fortune Magazine’s America’s Most Admired Companies list for 1998.
• Each company has a long list of awards for leadership in business, creativity, advertising, effective human resources, and community involvement.
• Each company has posted record profits throughout its history, and has consistently outperformed competitors.
• Each company boasts higher-than-average employee retention for their respective industries.

Profits, while recognized as being important, are not the business motivation of these market leaders. Profits are merely sustenance. Profits don’t give work meaning. Only noble purpose does.

To create your own purpose, begin by answering these "Five Whys." There is one for each organization stakeholder:

1. Why should anyone invest in your enterprise?
1. Why should anyone come to work for you?
1. Why should anyone buy your products and services?
1. Why should suppliers help you win customers?
1. Why should people in the community be interested in news about your company?

None of these questions can be answered with "for jobs and profit." Such an answer shows a focus on short-term gains, not in performing deeper and more meaningful work.

Going beyond material return, your answers must tap into a current of energy that will powerfully stir the hearts and minds of your stakeholders. You cannot hire a consultant to "create" a noble purpose for you (although I do recommend employing a professional facilitator or business coach trained to extract your team’s best ideas). Be aware that often a noble purpose cannot be identified without a trial period that promotes clarity.

How do you recognize when you have "it?" The energy feels right. And you will see a new level of enthusiasm in team meetings and in the hallways. Realize that your company will lose some people by making this change but this is a good sign; they vote with their feet to seek employment that is more compatible with their work perception. Simply let them go with no hard feelings. When you define your noble purpose and start to inform your world, you will attract exactly the right people who will support the concept!

When implemented, your noble purpose will unify all stakeholders into a powerful consortium. As it becomes the organization's constitution, it promotes integrity, directs decisions, excites a community, and inspires investors.

David Crowley runs Resonate, Inc. He works with organizations that want to restore business vitality and with entrepreneurs who want a strong start-up. Contact him at HYPERLINK mail to:Dcrowley@Resonating.com, Dcrowley@Resonating.com, or by calling 720.635.0990.

Resonate, Inc. is a business improvement firm dedicated to increasing an organization’s real bottom line. We assist companies interested in developing their full potential. Through consulting, training and coaching, clients develop focused strategic plans, improve executive communications, stimulate weak work processes, invigorate the work force, excite their customers and enhance their use of strategic information.

Copyright 1999 Resonate, Inc. All rights reserved.

This article may be copied and used as a single piece of work without permission as long as the above photo and byline are included to credit David Crowley and Resonate, Inc. Quotations are also allowed if attributed to Resonate and David Crowley. All other uses require permission of the author. 11055 Hill Gail Ct | Parker, CO 80138-7246 | 720.635.0990 | www.resonating.com