The Power of a Purpose Statement

Every business or professional service firm needs a purpose beyond making money. This is also true of individuals. A purpose acts as a guiding compass. Research by the London School of Economics demonstrates that these purpose statements drive employee engagement, innovation, brand loyalty, and long-term growth.

Here are some best practices to help you, your company, and your clients to ensure your purpose statements are having the desired impact:
1. Clarity and simplicity. Typically, no longer than a sentence or two. This ensures that it’s easily understood and remembered.
2. Emotional impact. Purpose statements that evoke pride, optimism, trust, and other positive emotions are more likely to engender loyalty and commitment among employees and customers.
3. Adaptability. A purpose statement should be resilient enough to adapt to business changes without losing its essence.
4. Identity. A purpose statement establishes a basis for everyone in the company to make decisions, solve problems, and be innovative.


Some great examples of company/firm purpose statements:
· Gear and clothing company Patagonia: "We're in business to save our home planet."
· Food and personal care product manufacturer Unilever: “To make sustainable living commonplace.”
· The law firm Davis + Gilbert: “Provide business-focused advice, listen to clients, and understand their culture.”
· Allstate Insurance: “Protect people from life's uncertainties so they can achieve their dreams.”
· My company Consultants in Corporate Innovation: “To help businesses, teams, and individuals find joy in their work with less stress.” Our purpose animates my partners and I as well as our clients.


Personal purpose statements can inspire you and those around you. Some examples:
· “To make meaningful personal connections and serve my local community.”
· “To address the global challenges of climate change, social justice, and sustainable development.”
· “To amplify the stories and solutions that can inspire positive change in the world.”
· “To produce results & create a new future for businesses, cities, and communities.”


Creating a compelling mission statement requires careful reflection and iteration. It should involve input from many sources. The process of developing your statement demonstrates your values and commitments to others.