From Alan Steele, VP, Director of Studio Services, Palio

In his book, It’s Not What You Sell, It’s What You Stand For – Why Every Extraordinary Business is Driven by Purpose, Roy M. Spence, Jr. says purpose is the definitive statement about the difference your organization is trying to make in the world. Purpose is understood by every employee, it is felt when you walk in the door, it is reinforced confidently and clearly by top management, and it is known by your clients, potential clients and your competitors.

Purpose taps into a person’s desire to do something relevant with his life – it’s about an idealistic motivation, a desired objective to strive passionately towards. The benefits of a purpose-driven company are: lower employee turnover, higher productivity, attracting highly energetic and motivated people, fostering innovation, and creating a common bond among employees. Purpose, Spence argues, motivates just as importantly as money. How can you motivate with money when the stock price is down, and when raises and promotions are not feasible due to unfavorable business conditions?

Hegel, the philosopher, wrote, “Nothing great in the world has been accomplished without passion.” Purpose and passion are linked. Feeling passionately about something greater than yourself, a cause worthy of your time and effort, is a common human desire. There is a need in the marketplace that you, and your organization, are best suited to fill with heart and soul. Discover your company’s purpose by asking questions like, “What would the marketplace be missing if we did not exist?” and, “What do we have that people want that the competition can’t deliver?”

Southwest Airlines deregulated the airline industry and created a low-cost, efficient airline so everyone – not just the elite - could afford to fly. The statement, “You are now free to fly across the country” is a clever spin on “You are now free to move about the cabin,” but it also says we have democratized the skies, we have given you the freedom to fly.

Pampers dropped the dryness selling point (a functional deliverable), to a mom’s desire to love her baby and have the baby develop to its fullest potential (purpose-driven). One study gleaned, from discussions with mothers, that better sleep for babies resulted in better brain development.

How do you stop Texans littering? By tapping into their state pride, the tagline “Don’t mess with Texas” was developed. Charles Schwab de-mystified stock trading, once the purview of the rich and powerful. He made his brokerage services available to everyone with low transaction fees, understandable language, and an easy-to-use web site. His purpose is his passion for helping average Americans realize their financial dreams. BMW, The American Red Cross, Walmart, and other organizations are also discussed in Spence’s book.

Take a look at this book, and then ask yourself, “What is the purpose of my company?” It might be very revealing… and highly motivating.