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