The purpose imperative: Championing a strategic framework for conscious leadership
Crafting a purpose isn’t just a formal requirement but a vital aspect of strategic vision, identity, and credibility. A solid purpose outlines a company's fundamental goals and values, communicates with all stakeholders, and demonstrates a solid commitment to principles beyond profit margins.
The ever-evolving corporate “brandscape” commands a recalibration of priorities, emphasising meaningful contributions to societal, environmental, and human welfare throughout the entire value chain. This shift reflects a broader, transformative dialogue within the global business community that demands authenticity, innovation, and a profound understanding of the societal imprint of corporate actions.
Yet, the journey to articulating a resonant and genuine purpose is fraught with challenges. A recent analysis of 66 global leaders' purpose statements unveils a pervasive struggle to encapsulate a vision that is at once compelling and credible [1]. This struggle underscores a critical gap in the current discourse on purpose articulation. Calling for a rigorous, analytical approach and a reimagining of what a purpose statement can and should be.
Distinguishing between company and brand purpose
Venturing beyond semantics and attempting to combat greenwashing, I believe it's important to distinguish between “company purpose” and “brand purpose”, a conflation that often predicts a risky trajectory towards strategic misalignment and likely failure.
At its core, company purpose encapsulates the existential ethos of an organisation, anchoring its mission, vision, and values that underpin its decisions and actions across a broad spectrum of impact – from customer engagement to environmental stewardship. In contrast, with a narrower lens, brand purpose focuses on the brand’s role within the consumer ecosystem, almost exclusively guiding marketing strategies and customer perception.
This pivotal juncture, where brand purpose assumes dominion over the company's foundational purpose, signals a dangerous shift towards prioritising transient brand goals over enduring organisational values. Such a shift not only risks diluting the authenticity of the company's mission but also sets the stage for strategic dissonance, potentially eroding stakeholder trust and undermining the organisation's long-term sustainability. This nuanced understanding underscores the need for organisations to preserve the sanctity of their overarching purpose, ensuring it remains the immutable compass guiding all facets of strategic decision-making and operational execution, unfettered by the fluctuating tides of branding imperatives.
The SABRE framework
The SABRE framework emerges as a beacon for organisations navigating the complex terrain of purpose statement formulation. Rooted in analytical rigour and a commitment to transformative impact, SABRE – Societal, Authentic, Believable, Relevant, and Engaging – offers a multidimensional lens to scrutinise and refine your purpose. This framework, outlined in the Harvard Business Review's (HBR) article “What makes a great corporate purpose statement”, provides a strategic platform for leaders to construct purpose narratives that resonate deeply with internal and external audiences [2].
Societal
At the heart of a transformative purpose lies a clear-eyed recognition of the societal challenges the organisation is poised to address. This dimension demands a bold departure from nebulous aspirations, anchoring the purpose in tangible, actionable commitments to societal betterment;
Authentic
Authenticity is the linchpin of trust and credibility in the corporate-stakeholder relationship. It calls for a purpose that reflects a genuine commitment to the organisation's declared vision, substantiated by consistent actions and an unwavering ethical stance;
Believable
The believability of a purpose hinges on its feasibility and the organisation's capacity to actualise its vision. It invites a critical assessment of the resources, capabilities, and strategies aligned with the stated purpose, challenging companies to demonstrate their commitment through measurable outcomes;
Relevant to beneficiaries
A purpose must unequivocally identify the beneficiaries of the organisation's efforts, ensuring the vision is aspirational and grounded in real-world impact. This dimension fosters a sophisticated understanding of the company's role within a broader societal and environmental context; and
Engaging
Articulating the purpose must captivate and inspire, blending sophistication with accessibility. An engaging statement speaks to the hearts and minds of its audience, embodying a bold, memorable, and mobilising vision.
From abstract to impact
As cited in the HBR article, the SABRE framework has helped illuminate the path for companies like Philips and Novo Nordisk, exemplifying purpose statements that balance ambition with authenticity. These companies showcase how a meticulously crafted purpose can catalyse innovation and societal contribution, embodying the principles of transformation and authenticity at the core of an organisation’s ethos.
As advocates of a higher purpose, we have applied structured principles that are not too dissimilar in our work with leaders in the Middle East and Asia. In nearly every case, we have helped to formulate clear, compelling, and measurable purpose statements before developing any change strategy and certainly before instigating any redesign, whether cosmetic or organisational. Through our collaborative efforts, we have successfully initiated programmes to uncover and unleash untapped potential, thereby improving the lives of those served by an organisation.
Mamo, FinTech startup
(Excerpts from Mamo’s Brand Book)
Mamo, a visionary UAE fintech startup, embraced a purpose that transcends mere technological advancement: “To help people live their life to the fullest”. With a focus on crafting innovative solutions that enrich everyday experiences, Mamo is pioneering the development of applications and platforms that empower individuals to explore, connect, and achieve more in every facet of their working lives. This ambitious purpose drives their technological innovations and unites their team with a shared vision of making a real difference in people's lives.
Bhutan, the last Shangri-La
Bhutan embodies a national purpose unique to its heritage: "to foster true happiness through sustainable development, good governance, and the preservation of Bhutanese culture and the environment". This holistic approach to national well-being, famously encapsulated in its Gross National Happiness index, positions Bhutan as a global exemplar of integrating sustainability and cultural preservation with good governance. By prioritising the happiness and well-being of its citizens over mere economic growth, Bhutan sets a profound precedent for how nations can navigate the challenges of modernity while staying true to their cultural roots and environmental stewardship.
ZMZM, National Healthcare Charity in Saudi Arabia
With a profound commitment to “provide integrated sustainable healthcare to measurably enhance the lives of people in need”, the ZMZM Society for Voluntary Healthcare in Saudi Arabia is redefining the landscape of healthcare provision. By focusing on sustainable practices and integrated care models, the charity aims to deliver comprehensive healthcare services that address the immediate and long-term needs of the most vulnerable populations. Through its purpose-driven approach, the charity has mobilised resources, partnerships, and community support, positioning itself as a pivotal force in enhancing healthcare accessibility and outcomes across the kingdom.
GSB, Global wealth management
GSB stands out in the financial sector with a clear purpose: “Because everyone should gain from a good investment”. This informs their positioning to “only invest in clearer futures”. By prioritising investments that promise financial returns and contribute to a sustainable and transparent future, GSB is revolutionising wealth management. Their approach ensures clients' portfolios grow in value and align with broader societal and environmental objectives, embodying the belief that financial success and ethical responsibility can go hand in hand.
A call to authentic brand transformation
The imperative for a well-conceived purpose is a clear call for businesses to explore their raison d'être further. By leveraging the SABRE framework's analytical depth and transformative potential, organisations can forge a higher purpose that defines their strategic direction and resonates with a sophisticated audience yearning for authenticity and meaningful change.
In times of rapid innovation and societal awareness, purpose stands as a testament to a company's commitment to not merely participate in the market but to shape the future of business in alignment with broader societal values.
