blog number 3

Shift Happens 2023
03 / Purpose Design

Purpose Design

Meaning and Mentality are the Business Backbone
‍You’ve created a great place for your employees, or an amazing service and product for your clients – but complains and negativity still follow. You’re doing everything right, so what’s missing? Ask any sailor: when the problem isn’t the sail or the wheel, it’s the wind. Purpose is the explanation for WHY you do what you do. When the audience’s sense of purpose is strong, it drives and motivates them. When it’s absent it can lead to a disaster. So how do you create an inspiring bond with your audiences?

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Purpose is a business resource

Do you know why you do what you do? Many businesses transformed over the past decade and became more purpose aware. It’s more than just a passing trend; recent studies by BCG have shown that purpose-driven businesses perform better and have higher-then-average shareholder returns. The best way to understand purpose is to look at it as a resource. Every new idea and every opportunity can come from the business’s purpose and be assessed according to it.

How to bring out the why

Businesses that aspire to become purpose-led have long deliberations and workshops that sum up to one single reason of being. But that’s just not enough. More than knowing why, you need to feel and live the why. In Purpose Design you insert the purpose into business mentality and everything it does. The purpose can’t stay a well-phrased amorphic and distant statement. To have an impact it must manifest itself in the audience’s lives.

Intention is embedded in everything

Have you ever got mad on your phone for breaking, or on an app that keeps crashing? We think about products and services as if they have their own intentions. That’s why costumers can get angry on something they thought was promised to them even though it wasn’t; that’s why employees might get frustrated from even the smallest change.To the audience, a business is a person in their life that they can hate, love or disregard. Just like any close relationship, the intentions must be clear. As a business you need to make your intentions visible and tangible in every action you take. Purpose isn’t garnish; it’s the backbone of your business.

Tips from our experts:

There are some organizations that for many years has been designing purpose. Social movements, army unites, and political entities are just a few examples. The business community can learn from them a thing or two:

Sensitivity

people change their opinions all the time. You need to be aware of these changes and how different decisions might affect your audiences’ purpose-meter.

Consents

build your purpose on the things that people agree on. There’s always something to agree on. It might be very general but its fine for a purpose to be bigger than us all.

Recruitment

even the best purpose isn’t worth much if it doesn’t have influencers to support it.

Communicate

put the purpose at the front of everything you do.

01

Culture Design

TL;DR_
Strive for a more balanced culture, challenge yourself and your employees and take strategized risks.

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02

Service Design

TL;DR_
Leave room to fail, leave ego aside, stay aware and informed about changes as the happen and adjust.

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