The Next Next Common Sense
Inclusive: They create a big tent that diverse stakeholders can find meaning within rather than a narrow definition that excludes. Actionable: They provide clear guidance for decision-making rather than remaining at the level of vague aspiration. Compare these two purpose statements:
“To maximize shareholder value by being the leading provider of integrated solutions in our industry verticals.”
“To restore patients to full life through innovative med- ical solutions.”
The first statement offers little guidance for decision-making beyond financial metrics. Should we invest in this new technology? The purpose doesn’t help us decide. The second purpose statement provides clearer direction: investments that help restore patients to full life align with our reason for being. Microsoft’s transformation under Nadella again illustrates how pur- pose drives coherence. The company’s previous mission—”a computer on every desk and in every home”—had been largely achieved. By articulat- ing a new purpose focused on empowerment, Nadella reset the organiza- tion’s gravitational center. This purpose prompted Microsoft to embrace open-source software (previously seen as antithetical to the company’s business model), develop accessibility tools for disabled users, and invest heavily in cloud infrastructure—all coherent expressions of the empow- erment mission. The strongest purposes don’t just describe what an organization does; they express why that work matters in human terms. REI’s purpose—”to awaken a lifelong love of the outdoors, for all”—explains not just what the company sells (outdoor gear) but why it matters (connecting people with nature). This creates coherence across product development, customer service, and sustainability initiatives.
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