how to achieve business purpose
DESCRIPTION
While most organizations have a defined purpose, approaches vary from generic to specific. To be specific, across the enterprise and within functional workgroups, use the five communication dimensions outlined in this overview.TRANSCRIPT
How to: Achieve Business PURPOSE March 23, 2013
©2013 e McGlown Group
Agenda
• Purpose-driven Engagement
• No. 1 Create selfless plays.
• No. 2 Stay true to your core.
• No. 3 Get to the point.
• No. 4 Be clear.
• No. 5 Keep people moving forward.
• Reflect & Recast
March 23, 2013 ©2013 The McGlown Group
Com
mun
icatio
n D
imen
sions
p.2
Purpose-driven Engagement
March 23, 2013
Businesses are built FOR, and BY, people.
©2013 The McGlown Group p.4
Engaged employees are the main source of intangible assets.
March 23, 2013 ©2013 The McGlown Group
Source: Ocean Tomo
100%
0%
17%
32%
68%
80% 80%
1975 1985 1995 2005 2010
Components of S&P 500 Market Value
Tangible Assets
Intangible Assets
p.5
March 23, 2013
Engagement creates a healthy business
Employee Retention
Profit
Customer Engagement
Sales
Source: Gallup, “Q12 Meta-Analysis: The Relationship Between Engagement at Work and Organizational Outcomes”, 2009
©2013 The McGlown Group p.6
Why Purpose is needed to Engage
Connect emotionally in ways that are easy to process
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Disengaged
Engaged
©2013 The McGlown Group p.8
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People FIRST.
Employees and Customers are…
SECOND.
Professionals and Consumers
©2013 The McGlown Group p.9
Engage Employees Locally
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©2013 The McGlown Group p.10
Align purpose across functions
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Distill Business Intent Deliver in Unison
Business Purpose
©2013 The McGlown Group p.11
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Only 43% of customer-facing workers “know what my company stands for and what makes us different from our competitors.”
1 How clear is your business purpose?
2 How well-known is it within your workgroup?
©2013 The McGlown Group p.12
Purpose is refreshing!
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or
©2013 The McGlown Group p.13
Dimension No.1
Create selfless plays
Amazon Experience: Follow our procedure.
©2013 The McGlown Group
Amazon Experience: Follow our procedure. PAGE 2
©2013 The McGlown Group
©2013 The McGlown Group
Zappos Experience: Whatever is convenient for you.
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Get people to RUN PLAYS…
©2013 The McGlown Group p.18
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…and FEEL good about it.
©2013 The McGlown Group p.19
Dimension No. 1: Create selfless plays
March 23, 2013 p.20 ©2013 The McGlown Group
Enables employees to: Understand what WE
want to achieve.
Dimension No. 2
Stay true to your core
When/why we need them – not clear.
March 23, 2013 ©2013 The McGlown Group p.22
We know what they do – very clear.
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Avoid spreading yourself THIN.
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Avoid COMMODITIZING
self worth.
March 23, 2013 ©2013 The McGlown Group p.25
Dimension No. 2: Stay true to your core
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Dimension No. 3
Get to the point
March 23, 2013
Mastercard vs. Visa: Which is easier?
Rotating Carousel
©2013 The McGlown Group p.28
Visa v. Mastercard Example Mastercard vs. Visa: Which is easier?
March 23, 2013
©2013 The McGlown Group p.29
act
How people process change
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Embrace change.
1 Determine if the information is RELEVANT.
2 CONTRAST with what I already know.
3 DISMISS prior knowledge.
explore
explore
dismiss
dismiss
dismiss
©2013 The McGlown Group p.30
March 23, 2013
Distill YOUR ASK
©2013 The McGlown Group p.31
Consider:
1 What are you asking people to do?
2 Why do you want to make this happen?
3 What is needed to make this happen?
March 23, 2013 ©2013 The McGlown Group p.32
Dimension No. 3: Get to the point
March 23, 2013 p.33 ©2013 The McGlown Group
Enables employees to: See and connect
with the outcome.
Dimension No. 4
Be clear
…
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Relevant PURPOSE
©2013 The McGlown Group p.35
Generic…
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Help people and businesses throughout the world realize their full potential.
©2013 The McGlown Group p.36
Specific…
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Organize the worlds information and make it universally accessible and useful.
©2013 The McGlown Group p.37
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Enables employees to: More easily align with each other.
Dimension No. 4: Be clear
Dimension No. 5
Keep people moving forward
Lead the Team…
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PROCESS
…by defining
OUTCOMES
©2013 The McGlown Group p.40
Communicate in Real-time
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March 23, 2013 p.42 ©2013 The McGlown Group
Ensure everyone is clear on the role they
are supporting.
Dimension No. 5: Get to the point
Reflect and Recast
Purpose (What) and Culture (How)
1 Explore communication dimensions of engagement
March 23, 2013
Create selfless plays
1
Stay true to your core
2
3
Be clear
4
Move forward
5
Get to the point
©2013 The McGlown Group p.44
2 Keep the playbook fresh
1 Do employees believe WE are headed in the right direction?
2 Are individual roles CLEAR?
3 Do employees “GET” how they make the purpose real?
March 23, 2013 ©2013 The McGlown Group p.45
3 Keep everyone aligned
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Specific Outcomes
Team Roles
Organization’s Purpose
Your Purpose
©2013 The McGlown Group p.46
March 23, 2013 Go get it!
