engaging with purpose

ENGAGING WITH PURPOSEFOCUS INTERACTIVE SUMMIT: PROGRESSIVE B2B MARKETING

David Srere, Co-president & CEO, Siegel+Gale

December 2, 2010

Page 2© 2010 Focus, Inc. All rights reserved.

“NOTHING GREAT WAS EVER ACHIEVED WITHOUT ENTHUSIASM.”Ralph Waldo Emerson

“Our goal is to assertively simplify enterprise-wide services and collaboratively customize market-driven meta-services in order to solve business problems.”

Randomly generated using the Dilbert Mission Statement Generator

“Our mission is to conduct all of our businesses, both energy and financial related, with four key values in mind: respect, integrity, communication and excellence. All business dealings must be conducted in an environment that is open and fair.”

“Produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. We will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.”

“Produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. We will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.”

Page 8© 2010 Focus, Inc. All rights reserved.

It’s time to bury mission and vision…

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Purpose – noun. The essential reason for which

something exists or is done.

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“WHY DO WE DO WHAT WE DO?”

Purpose and the successful organization

Innovate to solve the world’s challenges.

Improve the lives of the world’s consumers, now and for generations to come.

Enhance people’slives with intuitive, simple, elegant design.

Enhance individual beauty in a way that protects the planet.

Help the world work better through forward thinking.

Save people money so they can live better.

Purpose is based in well-established ideals

Heroism

Organize the world’s information and making it universally accessible and useful.

Heroism

Desire for achievement

on a grand scale

Give people the freedom to fly.

Enrichment

Be uncompromising in the pursuit of sheer driving pleasure.

Excellence

Use science-based innovation to solve real-world needs.

Discovery

Motivation to achieve ever-higher standards

Excellence

Drive to bring something better to people’s lives

Enrichment

Love of the new and innovative

Discovery

Purpose is based in well-established ideals

Heroism

Organize the world’s information and making it universally accessible and useful.

Give people the freedom to fly.

Enrichment

Be uncompromising in the pursuit of sheer driving pleasure.

Excellence

Use science-based innovation to solve real-world needs.

Discovery

Page 14© 2010 Focus, Inc. All rights reserved.

WHY IS PURPOSE SO VITAL?

15

Purpose motivates employees

“I understand and believe in what my company is

trying to achieve.”“I’m part of something

that really matters.”

“I’m proud of where I work and what I do for a living.”

“What’s important to me is important to

my company.”

16

Purpose gives leaders a higher-order platform

“This is where I want to take our company.”

“Passion. Performance. Profit.

In that order.”

“Together, we can make a real difference

in the world.”

“I want to accomplish something significant that

endures beyond us.”

Purpose provides long-term direction

“Leaders die, products become obsolete, markets change, technologies emerge, and management fads come and go, but core ideology…endures as a source of guidance and inspiration.”

Jim Collins and Jerry Porras, Core Purpose Creation

“In the business world, the core purpose is the reason something exists. These statements answer “why?” a company does something. They don’t focus on products or services, but upon values that never change.”

Brian McDanielThe Importance of Core Purpose

Purpose drives business performance

Organizations driven by purpose and valuesOutperformed the general market 15:1

Outperformed comparison companies 6:1 Jim Collins and Jerry Porras, Built to Last

Firms that have cultures based on shared values out-perform companies that don’t:

Revenues grew 4x fasterJob creation was 7x higher

Stock prices grew 12x faster

John Kotter and James Heskett, Corporate Culture and Performance

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HOW CAN YOU TELL IF YOUR PURPOSE IS ANY GOOD?

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Elegantly simple

Crystal clear

Brutally single-minded

Immediately credible

Innately inspirational

Evident in deeds as well as words

A strong Purpose…

Communicating the Purpose

Living the Purpose

The words just scratch the surface