Too many organizations rely on buzzword-laden purpose or vision statements that lack conviction, authenticity, or meaning to inspire performance. These statements can have quietly devastating consequences: strategic drift and indecision, employee disengagement, and an erosion of trust and brand integrity. Here’s how you can tackle your purpose statement like an Octopus Organization.
Diagnose your current purpose. Have an honest leadership discussion about your purpose to assess whether it’s effective. Consider what emotions it inspires; how it connects people (or fails to); how simple, memorable, and authentic it is; and whether it articulates how your organization creates value.
Rediscover or refine your purpose. Once you diagnose your current purpose, you can improve it to reflect your true organizational values. Involve stakeholders to uncover richer insights, and aim for a statement that’s not just aspirational, but also operational.
Bring your purpose to life. Have a specific story to tell that illustrates your purpose in action. What does it mean to you and the day-to-day work of the company? What difficult decisions has it actually informed—and how?
Change the language. If words like “purpose” or “mission” feel limiting or unclear, call it a “pride” or “ambition” statement instead. Your goal is to use your leadership language to connect emotionally with your people.
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