How to define Organisational Purpose?

Without purpose, life has no meaning.
No organisation can exist without a purpose.

According to an HBR article, ‘Your Company’s Purpose Is Not Its Vision, Mission, or Values‘, it presents the distinction between each of the labels that provide organisational direction.

“An aspirational reason for being which inspires and provides a call to action for an organization and its partners and stakeholders and provides benefit to local and global society.” – HBR

Vision is a clear view of where you want to be.
Mission is what you will do to be where you want to be.
Values is the how you will get to be, where you want to be.

Purpose is unique. A differentiator. It is the WHY. The heart of the matter. It clarifies existence. Why do you love or feel passionately about where you want to be?

Purpose sets us up for the future. It keeps our heart beating for what we set out to accomplish.

Purpose fuels Joy. Happy employees enable the perfect culture required for organisations to succeed. A purpose driven organisation is like a well-oiled machine that drives every function to perform to achieve overall goals. Purpose drives culture.

At Nonprofits, as the leader marches on, he/she must recruit employees who are genuinely passionate about working for the cause. If you don’t believe in it, you cannot thrive. Not only believe in the cause but also your role for the cause. There needs to be a joy in the journey!

The purpose of every Public Relations professional is to be torchbearers of truth. The truth is freeing, it is healthy. Makes for a great career choice. Is it as simple? No. Yet, the profession is necessary for all organisations.

When the purpose is evident, products and organisations will grow loyal customers/donors/volunteers and win new ones too.

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