In recent years, purpose has become a dominant topic of conversation in business circles. In board rooms, on conference podiums and in magazines, purpose is everywhere. This is for good reason.
Demographic changes in the workforce (particularly the emerging influence of Millennials and Gen Z), as well as the shifting nature of many jobs from mechanical to creative in nature, have helped bring purpose to the surface as a driving influence in recruitment, retention, commitment, resilience and innovation. In many studies, we see evidence that employees — especially younger employees — will sacrifice financial benefits for a sense of purpose and fulfillment.
Tapping into purpose inspires commitment, drives fulfillment and serves as a competitive differentiator. Truly purpose-led organizations activate three distinct entities in a strategic and intentional way. First, societal purpose — the role the company plays in improving the world. Second, organizational purpose — the roles each department, function and team play in improving the company. And finally, and perhaps most importantly, personal purpose — how a person’s job provides individual fulfillment.
Johnson & Johnson
Aligning and inspiring an organization around a renewed purpose and strategy
At Gagen MacDonald, our approach to purpose is differentiated because it not only addresses all three levels of purpose but unites them as a definitive feature of the employee experience.
We have a proven process for defining both societal and organizational purpose, and we have worked with dozens of companies to activate their purpose through compelling stories and structured narratives. Using tested workshops, we help various business units and functions adopt purpose within their respective organizations, and our diagnostic tools pinpoint where purpose gaps or friction exist at any given moment in time.
Finally, we have deep experience in helping coach and develop purpose-led leaders. From the executive level to frontline supervisors, we have worked with thousands of leaders to help them use purpose to inspire not only the best in themselves, but in their entire organizations. We help clients connect employees to their company’s larger societal and organizational purpose by tapping into their own individual, personal sense of purpose at work. When societal, organizational and personal purpose are all operating at high levels, an organization’s strategy is most poised to thrive.