Raising the Purpose Banner (Again) Is Only the Start

Bringing communications and CSR (Corporate Social Responsibility) teams together under a shared purpose is a step forward.

But to deliver sustainable success for all, it is critical that Executive Teams and their Boards grasp the initiative and hot-wire purpose into the core of their business strategy. When that happens, purpose is elevated and given the status it requires to affect real change. It subsumes old-school generic mission/vision statements and becomes THE Single Organizing Idea (SOI) of the business and the ecosystem it both influences and relies upon.

The Measurable Impact of an SOI

A Single Organizing Idea (SOI) is a methodology that ensures a business is fully aligned with its purpose, embedding that purpose at the core of its strategy and operations. The impact of an SOI is both tangible and, in some areas, almost immediate:

  • Internally: Employees feel connected to a meaningful movement that enhances both the success of the business and their own personal fulfillment.

  • Externally: ESG (Environmental, Social, and Governance) initiatives aligned with an SOI designed for sustainable value creation attract attention from long-term institutional investors.

  • Talent Attraction: A well-defined SOI resonates with purpose-driven professionals, drawing top talent eager to contribute to a meaningful mission.

  • Innovation & Partnerships: Transformative innovations emerge through dynamic new partnerships and strengthened collaboration across supply chains and beyond, all driven by the SOI.

Where Are the ‘Activist CEOs’?

It’s all very positive and, of course, all very possible. But to make any of this happen, we need the ‘activist CEOs’ touted by Edelman @Davos in January and referenced in various publications like Harvard Business Review and CEO Magazine to show up, get involved, and start delivering.

This does NOT mean speaking out or standing up for ‘cherry-picked’ causes. That is just cynical, short-term brand management dressed up as CSR or Shared Value, with an eye on the perceived ‘brand preferences’ of Millennials.

Realignment, Not Greenwashing

No. This is about radical realignment and organizational development that will deliver practical outcomes. It’s about fundamentally redirecting the businesses they lead to deliver actions at scale that will save both the planet and people.

About the Author

Neil Gaught is the author of CORE: How a Single Organizing Idea Can Change Business for Good, published by Routledge.

Find CORE here:

CORE was a finalist at the 2018 Business Book Awards.