Would Anyone Notice?

I have the distinct pleasure of being chairman of the Institute for Public Relations and a member of the Arthur W. Page Society.

This past week each organization convened in Manhattan for the IPR board meeting and Page Spring Conference, respectively.

The issue of the day (or week) was the purpose of purpose. Organizational purpose, that is.

I participated in three different purpose brainstorming sessions that included the best and brightest from the worlds of corporate America, academia and the agency world.

The bottom line is that purpose is still very much a work in progress.

For example, it is still seen by some Wall Street-focused CEO’s as non mission-critical (one participant referred to that baffling phenomenon as “the CEO blind spot”).

Others noted that purpose is still being confused by some CCO’s, CMO’s and CHRO’s with the corporate mission.

Most of the IPR/Page members “get” purpose. It’s intended to answer the question why:

– Why does an organization exist?

– Why do employees show up for work every day?

– Why do stakeholders engage with the entity?

Getting back to the mission vs. purpose confusion, I’d like to use Lowe’s Corporation to illustrate the difference.

The Lowe’s mission is: “Together, deliver the right home improvement products with the best service and value across every channel and community we serve.”

Having written a case study on Lowe’s for the Page Turner blog, I know the corporation’s purpose is “Helping people love the homes in which they live.”

Big difference, no? Their mission tells you what they do. But Lowe’s purpose explains why they exist.

One footnote: Our superb facilitator in the IPR brainstorm suggested every purpose exercise begin by asking one fundamental question: “Would anyone notice if our organization didn’t exist?”

Assuming the answer is affirmative, begin listing the reasons why and you will eventually uncover your purpose.

I recommend you do so at Mach Speed because, apart from the remaining CEO’s with blind spots, those who confuse mission with purpose and a few agency Luddites I can think of who still laugh it off as a fad, purpose WILL define the future success or failure of your business.

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