A great company purpose is a rallying cry that inspires employees and customers. It moves people emotionally, creates a differentiation that has nothing to do with products or price, and can be explained by anyone in the company.
The best example is Nike. While most of us know the company’s 20 year-old “Just Do It” motto, there’s much more to why Nike exists. Simon Sinek, author of the great book “Start with Why” shares this story about Nike founder Phil Knight over on his re:Focus blog:
Looking across the audience, Knight asked those who run to stand up. And a good percentage of the room stood up. Then he asked those who run three or more times a week to keep standing; everyone else was asked to sit down.Looking out at the people left standing, Knight said, “we are for you.”
“When you get up at 5 o’clock in the morning to go for a run,” he went on, “even if it’s cold and wet out, you go. And when you get to mile 4, we’re the one standing under the lamp post, out there in the cold and wet with you, cheering you on. We’re the inner athlete. We’re the inner champion.”
Without a single mention of their latest technologies or which athletes wear their products, Knight makes a vastly more compelling case for Why we want Nike in our lives. Nike may or may not be better, but we are drawn to them because they have a cause.
Nike doesn’t want to make products for everyone, they want to make products for champions. Champions are not the ones who always win races, champions are the ones who get out there and try. And try harder the next time. And even harder the next time. Champion is a state of mind. They are devoted. They compete to best themselves as much if not more than they compete to best others. Champions are not just athletes. Champions are entrepreneurs, politicians, nurses, soldiers, students and Hall of Famers. Nike wants to make products for all champions.
Most companies have clever or meaningless tag lines (marketing) and bland, gobbledygook mission/vision statements (corporate communications). Few can express why they exist in a way that inspires.
Imagine what might happen if you could? And you can.
A simple workshop exercise is to ask people, “If our company were a cause, what would our rallying cry be?”
Be prepared to be amazed at what your own people believe. And if they are stumped? Time for some corporate soul searching. If you don’t know why you exist — other than making money and improving shareholder value — you really can’t lead effectively. Manage, sure. Lead, no.
