Beyond Purpose
Simon Sinek’s renowned Ted Talk in 2009 on ‘How Great Leaders Inspire Action’(1) introduced us to the ‘golden circle’ and the importance of the why that sits behind brands rather than the what and the how. It has had over 50 million views. It did a great job of drawing our attention to the importance of asking ourselves ‘why we do business’. This was a very necessary shift at a time when many businesses had become overly obsessed with the what and the how. An obsession, from my perspective, that had gradually led us down a path of reduced employee engagement, lost value creation and the depletion of critical forms of capital, other than financial.
‘In this culture, we have yielded too easily to what is doable and practical and popular. In the process we have sacrificed the pursuit of what is in our hearts……..…..Too often when a discussion is dominated by questions of How? we risk overvaluing what is practical and doable and postpone the questions of larger purpose and collective well-being.’(2)
On re-listening to Simon Sinek’s talk now, I notice a change in my response to it. I guess I have always sensed that it was lacking something important in the narrative, in particular, by using of Apple as its main example, but I could never quite put my finger on it. As the sands of context shift around us so dramatically, I have become clearer that there is an absence of something quite important in our discussion of the ‘why’ question. We are all, to some degree, deeply longing for more meaning in our lives, even as we find ourselves surrounded by so much to desire in the marketplace.
We, who are business owners, employees, consumers, family and community members, all suffer from the same sickness, where needs have been replaced by wants and in this switch, we have found ourselves lost, unwell, out of balance and trying to meet this yearning for meaning through increased consumption. Like eating a McDonalds when you are hungry and then discovering that you are hungry again within 30 mins. That the thing you thought would provide sustenance has only satiated you momentarily.
It feels wholly insufficient in these unprecedented times to find meaning solely in a purpose statement based on meeting a ‘desire’ or ‘want’ in the world. When our greatest collective challenges are those of sustaining a habitable climate and creating more equal societies, so as to avoid untold civil unrest and ultimately unfathomable human suffering.
A business that finds purpose in meeting the desires of its consumers risks missing out on an opportunity to catalyse so much more energy in its system. Energy from finding a meaningful challenge in the world around which people want to come together. A challenge that tackles an important societal need rather than a wanton desire.
It feels imperative to move beyond purpose statements that look good on the wall of the Board Room to creating deeply held intentions that address meaningful challenges in our society. And to do so without causing further harm.
In holding this ambition, our experience is that we can unearth expanded territories of value creation, exciting collaborative opportunities across complex ecosystems and a surge in commitment and will throughout our business communities to come together to do something that really matters. We might even find ourselves in the process.
References
https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
'The Answer to How is Yes' by Peter Block, 2002