Don't just focus on the upside. Where there are gaps between the ideal and reality, tackle them head-on.
LEARN MORE ABOUT THE PURPOSE-PERFORMANCE PAYOFF
Purpose must be integrated into every part of the organization—
and that work is never done.
Speak to both the head and the heart. Combine facts and feeling to strike an emotional chord so people buy in and believe.
2
EMBED
ACTIVATE
Purpose Drives Performance
3
“
PURPOSE
Identify your company’s distinctive strengths, culture, and ethos. Unearth fresh insights that challenge established thinking.
A strong purpose clearly communicates your story and drives a company to become the best version of itself.
Investors are noticing the strong link between purpose and performance.
Explore “the smartest way to why”
2
ARTICULATE
Purpose should prompt action in new directions. Make sure it doesn't become an excuse for preserving the status quo.
LEARN MORE ABOUT HOW BRIGHTHOUSE HELPS ORGANIZATIONS DISCOVER THEIR TIMELESS PURPOSE
Organizations with a Strong Sense of Purpose Are More Than Twice as Likely to Have Above-Average Shareholder Returns.
GET THE INVESTOR'S POV ON PURPOSE
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Make your purpose real through commitments that are tangible, trackable, and public.
Purpose without activation is just a slogan in a PowerPoint deck.
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Without a sense of purpose, no company, either public or private, can achieve its full potential.
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ASHLEY GRICE
Integrate purpose into existing business processes, including recruiting, product development, and performance management.
BrightHouse, a BCG company, leverages the power of purpose to help organizations grow people, profits, and social impacts.
READ WHY TECH FIRMS NEED TO TAKE PURPOSE TO THE NEXT LEVEL
All leaders must demonstrate that they embrace the purpose and ensure that employees see and feel its impact on a daily basis.
#HowtobyBCG
MISSION
FIND OUT HOW TO MEASURE AND TRACK THE IMPACT OF PURPOSE
A strong sense of purpose can unleash superior performance, but only if it is authentic, inspiring, and embedded throughout the organization.
GET INSPIRED
2
VISION
Top two quartiles
of TSR performance
Uncover gaps between aspiration and reality. A purpose should make you feel that what you are doing now is not enough.
Ask “What do we aspire to be? What would the world lose if we were gone tomorrow?”
Organizations with
high purpose
LEARN HOW TO GET UNCOMFORTABLE ON PURPOSE
Purpose has the power to transform your organization, but it must be articulated, activated, and embedded to have impact.
Avoid purpose dilution.
Bringing purpose to life requires the discipline to
roll it out across the company and a relentless focus on achieving tangible results.
1
ARTICULATE
Bottom two quartiles
of TSR performance
Learn more about avoiding the risk of trivializing purpose
ASHLEY GRICE
Purpose is a company’s reason for being, beyond what it does, makes, or sells.
ACTIVATE
Make bold commitments.
Larry Fink, CEO, BlackRock
#HowtobyBCG
READ MORE ON PURPOSE’S POWER TO TRANSFORM YOUR ORGANIZATION
Look inside--and outside.
Where are we going?
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Communicate, connect, inspire.
A BCG survey of 50 companies in three sectors— technology, media, and telecommunications; consumer products; and financial services—found that purpose correlates strongly with ten-year total shareholder return.
EMBED
Purpose creates a sense of meaning, inspiring employees and unlocking discretionary efforts to transform and grow. It promotes strategic focus, alignment, and guardrails for decision-making. Productivity and performance skyrocket as a result.
For more on unleashing the power of purpose, follow our #HowtobyBCG conversation on Twitter and LinkedIn
FIND OUT HOW TO MEASURE AND TRACK THE IMPACT OF PURPOSE
LEARN HOW TO GET UNCOMFORTABLE ON PURPOSE
How to Harness the
Power of Purpose
READ WHY TECH FIRMS NEED TO TAKE PURPOSE TO THE NEXT LEVEL
For more on unleashing the power of purpose, follow our #HowtobyBCG conversation on Twitter and LinkedIn
GET THE INVESTOR'S POV ON PURPOSE
LEARN MORE ABOUT THE PURPOSE-PERFORMANCE PAYOFF
Don’t trap purpose at the top.
Why do we exist?
Organizations with
low purpose
1
READ MORE ON PURPOSE’S POWER TO TRANSFORM YOUR ORGANIZATION
A Plan to Unleash Your Purpose
Embrace self-discovery.
What do
we do?
+2x
Get uncomfortable.
LEARN MORE ABOUT HOW BRIGHTHOUSE HELPS ORGANIZATIONS DISCOVER THEIR TIMELESS PURPOSE
CEO, BrightHouse
“
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Rethink strategy, culture, brand.
When you go to bed at night and you are worried about something, that is generally your mission. But, when you wake up in the morning and
you are excited about something, that’s your purpose.
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Be honest about delivering.