Humanise: Why Human-Centred Leadership is the Key to the 21st Century

CHAPTER 16 Your organisational purpose

Why does your business exist?

Human-centred leaders understand implicitly that business has a moral purpose, not just a technical purpose. What is that purpose? Why does your business exist?

Although this sounds like a straightforward question, very few people can answer it quickly and easily, in a way that attracts others to their enterprise. Very few organisations articulate this on their website or in their marketing materials. Many, it seems, just don't know why they exist, or they assume you already know.

Take a moment to write down your answer in one short sentence:

This organisation exists to …

Navigating this chapter

This chapter shifts your focus to There: Where are you going? It asks the question about Purpose — ‘Why does the firm exist?' — and discusses how the answer liberates people, lifts engagement and profit, and provides long-term direction. It also touches on how to clarify or discover your purpose.

Just as your purpose gives meaning and direction to your life, an organisation needs a purpose to give it meaning and direction. The way that is articulated may change, but the purpose is relatively fixed and unchanging through time and generations. You are appointed to lead the firm toward this purpose, not to change it.

What if you are not the leader at the top?

Try to uncover the firm's purpose, or at a minimum the purpose of your division, department or unit. Think perhaps in terms of service: who do you serve, ...