What Does It Mean to Have a Noble Purpose?

How can you build your organizational purpose around your customer?

Summary
Transcript

Lisa McLeod, author of Leading with Noble Purpose, explains what it really looks like when an organization has a purpose beyond profit.

“Instead of just looking at your own internal financial metrics, your north star becomes your noble purpose, the impact that you have on your customers,” says Lisa.

Watch the video to learn more from Lisa about the impact having a noble purpose can have on your team and your customers.

A lot of people are talking about purpose these days, and we coined the phrase noble purpose. What I've seen since we did that six years ago is it's being bandied about by a lot of people. People are confused about what it is.

The idea that business has a noble purpose, some people think, "Is that about social responsibility or is that about giving to charity?" Yes, those things are important, but a noble purpose is actually about the impact that your organization has on customers.

A long time ago, Peter Drucker said, "Profit is not the purpose of a business. It is the test of its validity." Noble purpose is actually naming and claiming your true intent for your organization.

What do I mean by that? We have one client that's in the travel business and their noble purpose is "We care about delivering amazing travel experiences." Now that might sound like just a simple tagline, but we took 80,000 people around the world and aligned them around that one clear statement. We put metrics around what does it mean to deliver? What does it mean to care? What's an amazing name?

What noble purpose really is—it's a statement that becomes a jumping off point for a strategic shift in a way that you approach the business. Instead of just looking at your own internal financial metrics, your north star becomes your noble purpose, the impact that you have on your customers.
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Lisa McLeod

Lisa McLeod began her career at Procter & Gamble, where she was a sales leader, sales managers, and sales training. She went on to become the Vice-President of Vital Learning --an international training company - before founded he...

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