With the Super Bowl now over for another year, I am reminded of legendary coach Vince Lombardi for whom the trophy is named.
When Lombardi began training camp each year with his famous Green Bay Packers, legend says that he held up an oval-shaped piece of leather and exclaimed: “Gentlemen, this is a football!” Each player was reminded that, first and foremost, the ability to keep that simple object away from the opposing team would define who wins and who loses.
In today’s highly competitive, global economy, the words of the great coach stimulate a critical question: What needs to be our primary focus in the great game of business? The answer: The customer—for without customers, there is no game!
One company that has worked hard on having a clear focus for its business strategy is Procter & Gamble. By any measurement, it is one of the world’s most consistently successful companies. P&G Global Marketing and Brand Building Officer Marc Pritchard says the company is driven and guided by its purpose: “To touch and improve the lives of those we serve.”
While appearing altruistic, having a strong sense of purpose is, in fact, smart business. P&G has discovered that being “purpose driven” has a strong inspirational component to it. Employees are more engaged and creative and, most importantly, experience the power derived from being committed to a purpose they can believe in.
For P&G, the company’s purpose is not a bunch of nice words embedded in an annual report. P&G leaders are mandated with modeling the behaviors that reflect their personal commitment to the purpose. This is a clear demonstration that the company is determined to ensure its purpose is woven throughout the fabric of the entire organization.
Pritchard states that P&G expects all of its brands to define how they touch and improve the lives of others.
When we are purpose driven, we transform the way we look at business. Rather than see clients and customers, we see…people. Rather than being focused on what we can sell them, we are focused on how we can “serve them.” Ironically, the purity of that intention multiplies our ability to attract and retain customers. They “experience” us as having their best interests at heart.
One of the deepest needs of human beings is a sense of purpose. People love to do work that they sense is meaningful. Leaders who understand and meet that need tap into deep reservoirs of passion, creativity, and commitment.
Knowing that it is purposeful leaders who build inspired organizations and iconic brands might set your company up for the kind of sustained success P&G has enjoyed.
Now that’s something to root for!
David McNally, CPAE, is the CEO (Chief Encouragement Officer) of TransForm Corporation (http://www.transformcorp.com). Elected to the Speakers Hall of Fame by the National Speakers Association (NSA), McNally is the author of the bestselling books, “Even Eagles Need a Push—Learning to Soar in a Changing World,” “The Eagle’s Secret—Success Strategies for Thriving at Work and in Life,” and “The Push—Unleashing the Power of Encouragement.” His co-authored book, “Be Your OWN Brand,” is used by many business schools to address the importance of building a strong personal brand. McNally’s books have been translated into 12 different languages and developed into corporate training programs that have been released in more than 20 countries. His knowledge of what motivates and inspires people has been recognized by authorities such as Larry King, Pat Riley, and Greg Norman. TransForm works with organizations to develop purposeful leaders who build inspired organizations and iconic brands. Clients include Abbott, Ameriprise, Gartner, Merrill Lynch, Delta Air Lines, Pulte Homes, and Thrivent. For more information, visit http://www.transformcorp.com and www.davidmcnally.com or e-mail info@transformcorp.com.
