The Power of Purpose

How much would you pay for a glass of tap water?

These days, it seems like the word “purpose” is tossed around in board rooms as much as a quaffle at a Quidditch tournament. But, I often wonder if people really understand the true meaning, importance and value of it. At a recent charity event that my wife and I attended, it was quite evident.

Upon arriving at the event, we didn’t immediately see anyone we knew, so we did what any sane couple would do — we got in line at the bar. There, without having any liquid courage (yet), it seemed easier than usual to strike up a conversation with others waiting in line. After some drinks, appetizers and mingling, we headed over to our assigned table, where we met some more people and shared stories of how we got involved in the organization until the formal program began.

As with most charity events, the emcee opened with an energetic welcome to all the attendees, expressed her belief in the organization and introduced the Executive Director, who gave a heartfelt speech about the impact the organization was making and the people who make it all happen. They then played a touching video where we heard stories first-hand from those whose lives were positively impacted by the organization. (Tears were definitely shed.) The emcee then made a few remarks and handed the mic off to a very entertaining “auctioneer” who literally “sold” glasses of tap water and other items of little value to people for hundreds of thousands of dollars. The program ended with a few special awards and recognitions before transitioning to the after-party where we continued our conversations, met more people and enjoyed the music. Around 11PM, we said our good-byes and headed home with smiles on our faces.

While it was a great night overall, it also reminded me of the power of purpose:

1. Purpose Unites People. Simply put, a shared purpose bring people together. It’s what made it so easy to meet people at the event. But more importantly, it is the foundation of coalitions and movements. Imagine the energy and momentum that a shared purpose can bring to your organization.
2. Purpose Motivates. At the event, there were tables of people who volunteer for the organization (working for free to help them achieve their purpose). Imagine having a workforce that is motivated by something more than a paycheck.
3. Purpose Engenders Trust. We generally trust non-profit organizations because they demonstrate that they do what they do for a greater purpose. It is not about financial gain or market domination. Imagine if your customers felt the same way about your brand.
4. Purpose Has Great Value. As demonstrated at noted event, people give hundreds, thousands or millions of dollars to non-profits without any product or service in return (well, perhaps a glass of tap water). Think about that for a second.
5. Purpose Feels Good. Most people want to make a positive impact in the world. And, it feels good to be part of an organization doing that. Isn’t that how you want everyone to feel about your brand?

Purpose transcends product, service and business goals. It is about making a positive impact in the world. Non-profits are often great demonstrations of the power of purpose, but that power is certainly not limited to them. For all the points noted above (and then some), when your business authentically does good, it is good for business. Every brand needs a purpose to rally around (or as I often call it, a “Happily Ever After.”).

What’s yours?