The Power of Purpose in Business | Ashley M. Grice | TED
A Personal Encounter with Purpose
The Flight Experience
- In 2019, the speaker boarded a flight from Atlanta to New York City, being the first passenger on board.
- A brief interaction with a young flight attendant revealed her exhaustion from an early shift; they exchanged light-hearted jokes.
- After landing, the flight attendant handed the speaker a heavy plastic bag filled with snacks as a thoughtful gesture.
The Meaningful Note
- Inside the bag were 30 packets of almonds and a note expressing gratitude for being a loyal customer and acknowledging dietary preferences.
- The note exemplified purpose in action, reflecting Delta Airlines' ethos that had been articulated over 15 years prior.
Understanding Corporate Purpose
Historical Context of Delta Airlines
- In 2003, Delta was undergoing significant transformation post-9/11 and seeking direction amidst financial struggles.
- By 2019, purpose had become ingrained in Delta's culture, demonstrated through employee actions like those of the flight attendant.
Distinction Between Mission, Vision, and Purpose
- The speaker clarifies that mission (what you do), vision (where you're headed), and purpose (your "why") serve different roles within an organization.
- Unlike mission and vision which can change frequently due to external factors, purpose is timeless and rooted in organizational ethos.
The Value of Embedded Purpose
Benefits of Well-Embedded Purpose
- Research indicates that organizations with strong embedded purposes experience higher shareholder returns, employee engagement, retention rates, and productivity.
CEO Perspectives on Purpose
- CEOs typically inquire about how to effectively embed their established purpose across their organizations rather than questioning its necessity.
Authenticity in Defining Purpose
Key Characteristics of Authentic Purpose
- Authenticity requires that purpose be rooted in an organization's ethos and consistent with stakeholder values.
- Example: Kelly Bayer Rosmarin’s leadership at Optus reflects authentic purpose by aligning internal practices with external messaging.
Challenges in Establishing Authenticity
- A contrasting example highlights pitfalls when companies attempt to adopt purposes misaligned with their actual practices or capabilities.
Excavating Organizational Purpose
The Process of Discovering True Purpose
- Excavating purpose involves navigating discomfort between idealism versus realism regarding organizational identity and capabilities.
Long-Term Commitment to Purpose
Purpose in Organizations: A Comprehensive Overview
The Role of Purpose Across Organizational Levels
- Purpose as a Unifying Construct: Purpose should encompass the entire organization, serving not just as a legacy for CEOs but as a guiding principle that aligns mission, vision, and strategic agenda.
- Middle Management's Clarity and Authority: For middle managers, purpose provides essential clarity and authority amidst competing stakeholder demands, helping them prioritize decisions that align with organizational goals.
- Impact on Daily Decisions: Clear purpose-driven expectations empower middle managers to make informed micro-decisions that contribute positively to the organization's overall success.
- Front-line Employee Engagement: When purpose is effectively communicated from top to bottom, front-line employees feel valued and understand how their contributions support the company's objectives.
- The NASA Janitor Story: The anecdote about JFK and the NASA janitor illustrates how understanding one's role within a larger mission fosters engagement and commitment among employees at all levels.
Embedding Purpose into Organizational Culture