One of the global pharmaceutical companies that I was privileged to interview has as its purpose “impacting the lives of those it can impact”. 

At first glance that seems quite esoteric and perhaps weird, in that it uses the same words twice.

However, when we consider the proposition, it's actually not that out there, but rather makes us think about our own PURPOSE.

Let's start with the latter part “those it can impact”. This company has a primary focus on developing treatments (read: new drugs) for rare diseases. Therefore, the idea that their impact will only be on a limited subset of the population makes some sense.

Then the first partworks well  - making an impact on the livesof those affected by diseases specifically in their research areas.

So at first glance what seemed to be a bit of a strange statement – actually makes perfect sense

Broadening the scope

Looking at the wider community and business world, how many of us see our purpose as greater than ourselves but undefined in its reach? i.e are we too broad to actually have impact with our purpose ?

 Basic marketing education says to find a target audience and focus on them.

The same applies to purpose.  I see adverts on TV for a variety of charities that want to “end world hunger” or “stop child abuse”.  These are fantastic lofty goals and a great purpose – but how does the average person that these charities are appealing to see themselves as part of this lofty ideal?

Recently a series of adverts on TV (Australia) addresses children living in poverty , with an appeal to help them - specifically to get an inclusive education where they can be a part of the system rather than seen as outsiders. This advert goes a long way to bridging the lofty goal by stating a specific number (albeit large) of children that are living in poverty. This brings it down to a reality that is potentially more meaningful than lofty goals of “ending hunger in the world”.

It’s a fine line to tread – making the purpose something greater than self and potentially the organisation, whilst keeping it real and something that everyone can buy into.

So the question is, where does your purpose sit?

Is it on the end of the spectrum where it is so broad that no-one in the organization can hold it dear to themselves? 

Or is it so narrowly defined that its almost a corporate mission statement rather than a higher level of purpose?

I am a speaker and consultant on achievingBUSINESS EXCELLENCE.  This translatesinto presentations on business excellence, culture, ethics, inspiration,systems, finance and finding growth potential.

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