What makes a great Purpose Statement?
Crafting a fantastic purpose statement is a real game-changer! It's not just a fancy piece of text; it's a beacon of the organization's dreams and a cheerleader for what we're all about. But guess what? Often corporate leaders struggle to whip up the right kind of inspiring purpose statement. It's like trying to bake a cake without a recipe! That's where the fun part kicks in. The authors went globe-trotting, checked out purpose statements from the coolest organizations worldwide, and cooked up a fantastic guide for leaders. Now, they can whip up the most fabulous purpose statement ever, tailor-made for their unique situation!
It's important to have a purpose statement that truly reflects what your organization is all about. Such a statement is not about setting goals, but it's about expressing what you stand for and believe in. Often, though, leaders find it difficult to put their purpose into words. Now that's totally understandable.
Recently Catherine Bailey, Catherine Tilley, and Anna Lelia Sandoghdar, academics from King’s College in London, have taken a close look at purpose statements from top organizations worldwide, and they’ve come up with a helpful acronym, SABRE, to guide people through crafting a purpose statement that's just right for your situation.
Here are some key things to keep in mind:
Societal Impact: A purpose statement should directly address a specific issue in society. It's about making a meaningful positive difference in the lives of people.
Authenticity: A purpose should ring true with both your team and everyone else. If your actions don't align with your stated purpose, it can lead to trust issues.
Believability: It's great to have big aspirations, but purpose needs to be something you can realistically achieve.
Relevance: Be clear about who will benefit from what you do.
Engagement: Keep your purpose statement short and punchy, something that people will remember for all the right reasons.
Putting all these elements together can help create a purpose statement that truly resonates with everyone involved.
We encourage you to use the SABRE acronym to guide discussions and shape a purpose statement that captures the heart of what you're all about. You've got this! 🌟
They also published their findings and recommendations recently in the Harvard Business Review.
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Catherine Bailey is a professor of work and employment and founder and director of the Meaning and Purpose Network at King’s College London.
Catherine Tilley is a lecturer in business ethics and sustainability and impact director at the Centre for Sustainable Business at King’s College London.
Anna Lelia Sandoghdar is a student in organizational purpose at King’s College London where she is also a research assistant for the Meaning and Purpose Network.
