“Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause or belief. WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?”
― Simon Sinek
Why does a young man decide to join the military and fight for his country? Why does a young woman choose to join a non-profit organization and put in long hours at minimum pay? Why does a young teacher decide to work in one of the worst neighborhoods in the country?
Because they all see a deeper meaning in what they are doing. They believe that what they are doing each day will make a true difference in the lives of others. This sense of mission, this sense of purpose is what you should be aiming for in your employees as well.
Unfortunately, the reality in most companies is different. Many employees go through the workday with a motivation of 3 to 5 on a 10-point scale. Yes, they do their work. And yes, they also like their work. But they do not burn for it, fight for it, go the extra mile. Imagine what your company would look like if you could raise the motivation level by just three points to a 6 to 8 on a 10-point scale? Imagine if your people would take initiative, go the extra mile, or put their hearts into their work.
Most people are inspired by doing good for other people (and in the process also doing good for themselves, both financially and non-financially). Even in some of the most money-centered and competitive industries (like hedge funds or investment banking), this can be done very successfully, as Ray Dalio of Bridgewater Associates has proven.
10x Results "Million $ Idea"
If you can give your team a “why” that inspires them, you will see that they will deliver much more great work for you.
Instill a sense of purpose, a sense of mission in your employees. Give them a good fight to fight. Give them a joint “enemy” (like world hunger or poverty). Allow them to bond as a team.
This measure alone will give you in many cases a productivity boost of more than 50 percent or even 100 percent. This is real money that is comparatively easy to get.
You need to be clear on “why” your company exists. What ills does it fight? Why should your employees care? This purpose or mission statement, or, as we call it, a “why statement,” is critical in driving your company to its full potential. In the table below, we are giving you a few hints on how to write an effective “why” statement.
Checklist: Create an effective "why" statement for your company
Address a “big” topic or problem: Small topics do not have “pull power.” If you want your team to get out of bed early and excited, if you want them to put in extra effort at work, then you have to link your “why” statement to a big topic (like fighting poverty, world hunger, or diseases). Your employees need to feel that their work has meaning and makes a difference in the world.
Emotional: You need to charge up your “why” statement emotionally. Link it to people as opposed to just making money (e.g., “…improving the lives of millions by…”). Look in people’s eyes when you read the draft version to them. If they light up, you know that you are on to something.
Give people a fight: Use strong and emotionally charged words like “fight” (as opposed to weak words like “improve”).
Crisp and understandable: Your “why” statement needs to be understandable to all employees, potential customers, and other stakeholders. Use simple language, short sentences, and no jargon.
Visually everywhere: Put your purpose or “why” statement in the entrance/reception area and conference rooms. Your team needs to “breathe it.”
Live it: Anchor the purpose or “why” statement in your day-to-day life. For example, when making a decision, ask yourself whether this contributes to getting one step closer to achieving your purpose.
Yes, 99 percent of companies have purpose or mission statements, but most of them are of little use because they have no teeth. They are too general, too abstract, with no emotion, and too long. Let’s look at the purpose/mission statement of SpaceX (the company founded and run by Tesla CEO Elon Musk) as an example of a good “why” statement:
“SpaceX designs, manufactures, and launches advanced rockets and spacecraft. The company was founded in 2002 to revolutionize space technology, with the ultimate goal of enabling people to live on other planets.”
The first sentence briefly describes WHAT the company does. The second sentence touches on WHY the company exists (what their PURPOSE is). It states a noble goal (enabling people to live on other planets) that many people can emotionally relate to.
Moving to Action: Questions to Ask Yourself
Why does your company exist? What good fight are you fighting? What is your “enemy?”
What could a good “why” statement look like for your company?
Does it emotionally touch your employees and customers? Is it brief and understandable? Is it quotable?
This insight is a chapter from the book "10x Results: 240+ proven ideas to boost revenues, profits, customer loyalty, and employee engagement". The book is available on Amazon.