What makes us proud when we talk about our work for our customers?

[suchona.kani.z]

Below I describe some definitions and key questions that have proven useful for me in this context. However, these do not claim to be universally valid. The following graphic first gives an overview of the terms and their relationships, before I then describe the individual elements in detail:

The purpose of a company is the higher meaning, purpose and benefit of the company that goes beyond making a profit.

Admittedly, opinions differ when it comes to purpose. Some people think it is newfangled nonsense or marketing rhetoric. Others, especially many young people, agree with Simon Sinek: "Always start with why."

If the purpose sounds like a simple statement that even your own employees don't find credible, then it is certainly more harmful than helpful. Personally, I agree with Peter F. Drucker, the old management thinker: "The purpose of a company is to attract and serve customers."

For me, a good indicator is always when the purpose can establish a clear and credible connection to customers. It is important that the purpose of a company is not to maximize profits, as many business economists ukraine consumer email list​ still propagate today. So that I am not misunderstood: I am cautious about exaggerated expectations of the social responsibility of companies, especially when these border on altruism. I also have nothing against corporate profits.

However, balance sheets and company profits do not provide any guidance as to how a company should develop in disruptive times in order to remain viable. Profit is therefore neither the purpose nor the goal of a company, but merely a necessity.

To develop a purpose in a larger group, it is a good idea to collect information and opinions using guiding questions. The following guiding questions have proven useful for me:

What do we really enjoy about this work?

vision
The vision is the far-off, highly ambitious and inspiring ideal. It is very long-term, ideally even "evergreen", which means it does not change. Not even if we have already achieved major milestones or successfully completed a mission.

A good vision is first and foremost based on the benefits that a company creates for its customers. It should be formulated in a short and concise manner so that everyone in the company can recite it by heart at any time. Since both the purpose and the vision should provide orientation for as long a period as possible, even permanently, they can also be combined with one another.