The Transformational Leader

25Purposeful Leadership: Making a Difference Beyond Personal Achievement

People don't buy what you do. They buy why you do it.

—Simon Sinek

HAVE YOU EVER listened to an accountant describe their job in detail? Even if you possess a basic understanding of the field, you're unlikely to say it's inspiring, meaningful work. That didn't stop accounting firm KPMG from setting out to convince employees that its work could change the world. The company already held a significant market share, and its engagement and morale were strong, but it wanted to reach for greatness. KPMG developed a strategic plan, invested resources, and introduced an initiative focused on reframing accounting from a job defined by crunching numbers to a career built on a deeper purpose.

The industry leader aimed to inspire its employees, which required a message everyone could rally around. Leadership understood that messaging was vital; they began developing a powerful message that employees could feel. After extensive research, countless interviews, and hours of group testing, KPMG had its purpose statement: Inspire Confidence. Empower Change.

While powerful, the company knew that in-depth research and a clever slogan were useless without integrating it into the core of what it does. Focused on evoking an emotional connection, the company released a video celebrating the impact of employees on their clients, communities, and society; it encouraged them to think of themselves as professionals who help families ...