Yet the power of purposewill not be realized through a branding exercise. “Every decision should be looked at in terms of purpose. Some decisions may be purpose neutral. But purpose is cer- tainly not just amarketing issue or positioning of your brand image. Purpose should impact every aspect of the firm,” said Raj Sisodia, author of Conscious Capitalism and FW Olin Distinguished Professor of Global Business and Whole Foods Market Research Scholar in Conscious Capitalism at Babson College. THE FOCUS OF PURPOSE Executives at prioritizers’ companies said their corporate purpose includes inspiring innova- tion and positive change, providing employees with a sense of meaning and fulfillment, creating value for the customer, and making a positive impact on their community. This reflects the growing understanding among scholars that business leaders everywhere are revising the social contract with society. “Corporate leaders today have the challenge of envi- sioning how to renew the corporate-society contract in the twenty-first century, such that firms contribute in distinct, relevant ways to societal well-being,” said Marc Ventresca, associate pro- fessor of strategy and innovation, University of Oxford’s Saïd Business School. The revisitation of the relationship of business and society does not signal an abandonment of commitments to creating shareholder value, however. Greater than 60 percent of respondents in all three categories indicated that generating financial returns for shareholders is an important element of their organization’s purpose. figure 6 Prioritizers are also more likely to focus on transformation: 62 percent of prioritizers described their businesses as focused on innovation and continuous transformation, compared with 46 percent of developers and only 26 percent of laggards. Not only are prioritizers good at talking about transformation and innovation, butmany are also good at doing it: 53 percent of prioritizers said their organizationwas successful with innovation and transformation efforts, versus only 31 percent of the developers and 19 percent of the laggards. figure 7 WHAT CANPURPOSE ACHIEVE—ANDWHYDON’TMORE COMPANIES USE IT? Almost all survey respondents understood that purpose could be a powerful lever in business: 89 percent of all respondents said companies with a shared sense of purpose would have greater employee satisfaction, and 84 percent said businesses with shared purpose would be more successful in transformation efforts. However, a majority of companies have yet to embed throughout their organizations a shared sense of purpose that would allow them to see these benefits. Respondents cited a number of barriers including short-term shareholder pressure, systems and infrastructure that are not aligned with long-term purpose, and the lack of performance targets and incentives aligned with purpose. Why have the laggards had a harder time than the rest at finding and embedding their purpose? One key difference between the prioritizers and laggards stood out in the survey: communica- tion. The laggards reported poor communication from top leadership as the most significant challenge in activating purpose in their organization. figure 8
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