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CORE PURPOSE
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CORE PURPOSE EDUCATION
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CORE IDEOLOGY
• C o m e s f r o m J i m C o l l i n s• C o r e I d e o l o g y i s a c o m b i n a t i o n o f C o r e Va l u e s & C o r e
P u r p o s e• C o r e I d e o l o g y c o u p l e d w i t h E n v i s i o n e d F u t u r e
( B H A G ) s e t s t h e v i s i o n
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CORE PURPOSE
• Your Organization's Reason for Being
• Reflects people’s passion and idealistic motives for doing the company’s work
• Captures the soul of the organization
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CORE PURPOSE
Gives you a foundation to Grow with Purpose:
1. Helps you chose between multiple opportunities
2. Helps employees make the right decision when you are not there
3. Inspires your employees to be passionate about their work
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CORE PURPOSE EXAMPLES
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EXAMPLE – 3M
• 3M doesn’t define its purpose in terms of adhesives and abrasives
• Has a purpose that is always leading 3M into new fields
• Over 1,000 new products developed in the past year
TO S O LV E P R O B L E M S I N N O VAT I V E LY
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EXAMPLE - FACEBOOK
• Want to build services that give people the power to connect and share ideas that can transform society
• Extend our capacity to build and maintain relationships
• 2012: Already helped more than 800 million people map out more than 100 billion connections
TO M A K E T H E W O R L D M O R E O P E N & C O N N E C T E D
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EXAMPLE - MOBIL ITYWORKS
• N o t a b o u t t h e i r p r o d u c t s , a b o u t t h e i r p a s s i o n
• P r o v i d i n g w h e e l c h a i r u s e r s w i t h t h e i n d e p e n d e n c e a n d p e r s o n a l f r e e d o m t o g o w h e r e t h e y w a n t t o g o , a n d t o d o w h a t t h e y w a n t t o d o
M A K I N G T H E W O R L D A C C E S S I B L E
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CORE PURPOSE EXERCISE
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WORK ON YOUR CORE PURPOSE
• Write down WHAT you do. • Ask "WHY is that
important"? • Ask the WHY question 5
times.• Review all the different
answers with your team, searching for the answer that resonates most, generates some passion, and gets to the heart of your organization's Core Purpose.
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CORE PURPOSE TEST• Is this purpose personally
inspiring?• Do you think it will be as valid
100 years from now as it is today?
• Does it help you decide what to say YES to and what to say NO to?
• Is this purpose authentic, and would it excite your team?
• Does it do more than describe your products, services, or customers?
• Is it about more than just money?
• Is it about more than achieving specific long-term business goals?
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CORE PURPOSE NEXT STEPS
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BRING YOUR CORE PURPOSE TO L IFE
1. U s e i t i n y o u r e v e r y d a y l a n g u a g e t o i g n i t e p a s s i o n i n t h e c o m p a n y.
2. U s e i t w h e n r e c r u i t i n g n e w e m p l o y e e s .
3. I n t e g r a t e t h e m i n t o y o u r o r i e n t a t i o n f o r n e w e m p l o y e e s . U s e t h e m i n h a n d b o o k s a n d t r a i n i n g m a t e r i a l s .
4. H e l p e a c h p e r s o n c o n n e c t w h a t t h e y d o t o t h e C o r e P u r p o s e .
5. U s e i t i n y o u r i n t e r n a l n e w s l e t t e r .
6. K e e p i t t o p o f m i n d i n p l a n n i n g s e s s i o n s s o y o u s t a y a l i g n e d t o i t .
7. U s e i t t o h e l p y o u m a k e s t r a t e g i c d e c i s i o n s .
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ASSESS HOW YOU ARE USING YOUR CORE PURPOSE TODAY
Red-Yellow-Green Your Core PurposeYour Core Purpose drives strategic and daily decisions for your team.Your team is passionate about the Core Purpose.You can see how the Purpose is being used to guide decisions.You have defined a Core Purpose but the team is not passionate about it.You have defined your Core Purpose, but it is not being used by the team for decision-making.You have not defined a Core Purpose for your company.You aren’t sure your company has a higher purpose.