Every leader and every organization knows and can explain WHAT they do. Most often the WHAT of an organization includes products, services and the experience of one or both of these from the customers perspective. The WHAT of a leader is often the description of their role and responsibilities within the organization.
Some can clearly articulate HOW they do it. Organizational HOW statements might include their value proposition or how they distinguish themselves from their competition. Leaders may sight the experiences and skills that they have that set them apart from others.
The truth is that it is neither the WHATs or the HOWs that inspire others to act or perform! People do not buy from, follow or believe in you because of WHAT you do or HOW you do it! People are inspired and moved into action only by WHY you do what you do! People do not buy what you do, people buy what you believe. Leading from their WHY, is what makes the great leaders and organizations outperform all of the rest.
While the majority of companies and leaders are focused on acting, talking and behaving from the WHAT and the HOW of what they do, the great ones act, talk and behave from the WHY of what they do. Their compelling WHY is their purpose, the reason that they exist. Clarity about their purpose gives them the ability to inspire customers to want what they sell and employees want to be part of their success.
Purpose is what moves people beyond motivation to inspiration and inspiration as the highest level of engagement. Because of this it greatly impacts both the bottom-line, employee engagement and customer loyalty. A great company example of this is Apple. Their WHY is their belief that things need to be different, that the status quo needs to be shaken up. People who also believe what they believe will purchase their products above all others.
Many studies affirm the difference that coming from purpose can make. One by Burson-Marsteller study in 2010, The Corporate Purpose Impact, found that corporate purpose enhances financial performance and can contribute up to 17 percent of the financial performance of a company.
Senn Delaney in a joint 2008 Organizational Performance study with three leading university business schools found that purpose is one of the key principles that top-performing leaders demonstrate. Leaders with a strong, clear purpose and who have aligned the people in their organization around living that purpose consistently deliver outstanding business results and thriving cultures.
Key to your success, here are some purposeful questions to ask about your leadership and your organization:
1) What is your purpose in leading?
2) Do you know what your company's purpose is, why it exists?
3) Do your employees feel they have a personal connection to that purpose and a clear role in achieving it?
4) Do your customers know your purpose and what it means to them?
5) Are you willing to make the hard decisions to remain true to your and your organization's purpose?
Motivation enables people to achieve goals, but does not inspire them. Purpose is what moves people to inspiration. Inspired people are happier, more authentic in their work and motivated from within - the only kind of motivation that is sustainable and elevates performance.
All leaders who want to live and work from this inspired place and inspire others, must embark on the journey of understanding and living their compelling WHY!
If you would like a simple tool to support your clients to identify their purpose, please email me at ann@quantumendeavors.com and I will be happy to share one that I use in my workshops and with my clients. 
