People don't feel good at work
Employees aren't connected to the organization
Purpose holds great potential to inspire
Many people — not just millennials — want to work for organizations whose missions resonate with them intellectually and emotionally.
Yet many enterprises struggle to define, let alone live, their purpose. Purpose statements often contain generic goals or high-minded but vague aspirations; they fail to answer the question “What value are you delivering to your customers that others can’t?” and therefore miss the heart of what drives a successful business.
A truly powerful purpose statement achieves two objectives: clearly articulating strategic goals and motivating your workforce. These are important individually and synergistically: When your employees understand and embrace your organization’s purpose, they’re inspired to do work that is great and delivers on your company’s promise.
PwC’s Strategy& conducted a survey with 540 participants from across industries, regions, and levels to better understand how people feel at work and how to better engage and motivate them to bring their best to work every day in order to further the company’s agenda. Here’s what we found:
If you want your firm to create strategic clarity and motivate employees, you must define a powerful purpose statement and build an organization that delivers on it. Consider the following questions to see how well your enterprise is doing:
When we help clients determine their strategic purpose, we often follow a “supercompetitor” approach:
Use Aperture, the annual strategy scan. Aperture allows you to check in on your strategy — just as you check in on your people — and make strategy the topic of an ongoing dialogue that leads to real action.
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