By Daniel Holbourn
Posted on 6/08/24
For as long as humans have existed, we have pondered the question of “why.” Why are we here? Why am I here? What is the meaning and purpose of life, and more specifically, the purpose of my life while I’m here?
This question is often asked, yet seldom answered. However, it’s in answering this question that both our lives and our businesses can truly thrive and make a significant impact.
Why Is Purpose So Important?
In Viktor Frankl’s renowned book, Man’s Search For Meaning, he delves deeply into this question. Frankl, who survived the horrors of Nazi concentration camps, was forced to confront and answer the question of meaning and purpose in the most extreme conditions.
One quote from the book stands out: “Those who have a ‘why’ to live, can bear with almost any ‘how’.”
Frankl highlights the profound impact of having a sense of purpose or meaning in life. According to him, when individuals possess a compelling “why”—a reason for living or a sense of purpose—they can endure and overcome even the most formidable challenges (“how”). This purpose imbues them with resilience and strength, making it easier to navigate adversity.
Frankl’s observations from his own experiences reveal that those with a purpose or a goal beyond their immediate suffering were more likely to survive and maintain their dignity.
This concept extends to business as well. For example, Patagonia has a Purpose Statement that reads, “We’re in business to save our home planet.” This statement highlights the company’s commitment to environmental responsibility and sustainability. Similarly, Tesla’s Purpose Statement is “To accelerate the world’s transition to sustainable energy.” Tesla’s focus is on advancing renewable energy and electric vehicles to address climate change.
A business with a strong purpose—one that transcends mere profit—becomes more resilient and prosperous over time. This purpose fosters a robust company culture, attracts the right talent, builds deeper connections with customers through empathy, and ultimately enhances the bottom line.
A well-defined purpose not only guides the direction and decisions of the business but also inspires and motivates everyone involved. It creates a shared vision that aligns personal values with business goals, leading to more meaningful and sustained success.
In ancient Eastern philosophy, this concept is encapsulated in the principles of ‘Intention’ and ‘Attention’. Intention represents your “why”—your purpose—while Attention is about actively living out that purpose through your actions. By aligning actions with your ultimate purpose, you create a harmonious flow between your goals and daily practices.
How to Find and Define Your Why
Finding and defining your “why” is a deeply personal process, but there are steps you can take to get started. One key aspect of any brand strategy is clarifying this “why” and formulating it into a Purpose Statement. This clarity allows you to refine and align your brand with your core values.
To begin, ask yourself and your leadership team: Why did we start this business? What are we aiming to achieve beyond financial gain? Once you have your answers, distil them into a Purpose Statement. Ensure this statement is deeply embedded into your company culture, guiding decisions and actions consistently.
Conclusion
Defining your “why” is more than just an exercise in introspection; it’s a foundational element that drives both personal fulfilment and business success. By clarifying your purpose, you set the stage for resilience and meaningful impact. Just as Patagonia’s commitment to environmental stewardship and Tesla’s drive towards sustainable energy guide their actions, your purpose can steer your business towards a more fulfilling and impactful future.
Embrace the journey of discovering and articulating your “why,” and let it inform every aspect of your personal and professional life. With a clear purpose, you’ll find that challenges become easier to navigate and achievements become more meaningful, leading to a stronger, more aligned, and ultimately more successful enterprise.