Crafting a Core Purpose

Every successful business reaches a point where growth requires a shift in operation, turning a small team into a more structured enterprise. That was the case for us when we opened our second office in Bryan-College Station. With increasing opportunities, the need to operate more like a business became clear, and that began with finding our core purpose. 

The importance of a core purpose was highlighted through literature like "Rockefeller Habits," which introduced the concept of a one-page plan that includes a core purpose. This plan helps steer the company towards a unified goal, providing a sense of direction and motivation for all team members. But how do you find yours? 

Let's dive into the topic of crafting a core purpose for your business – a conversation inspired by a recent discussion on our podcast, "On the Verge" with Danny Daniel, Wesley Lockett, and Jonathan Stark. 

Finding Inspiration 

Two companies that stand out to us as examples for having strong core purposes are The Walt Disney Company and Method Soap. Disney's purpose, "to make people happy," is a fundamental aspect of everything they do. From the design of their parks to customer service, Disney takes extensive measures to make sure that every experience is infused with joy and magic, engaging all five senses to create lasting memories. 

Method Soap may not stand out to everyone, but their purpose to create a product that would not pollute the environment has resonated with us. Their commitment to producing eco-friendly products aligns their business operations with positive environmental impact, attracting customers and employees who are passionate about sustainability. These clear, impactful purposes guide what they do and inspire their teams every day. 

When you start thinking about your own core purpose, you may want to look at some of your favorite brands or products. What is their core purpose? What aspect of their product has caught your attention and keeps you coming back? Take that information and allow it to inspire you.  

Translating Inspiration to Action 

As an entrepreneur, finding your core purpose involves taking a step back and focusing on what drives your passion. Reflect on why you started your business, what changes you want to make in the world, and how you can communicate that to your clients or customers. Before crafting a core purpose for your business, consider these five steps.  

1. Reflect on Your Values: What principles and values are most important to you and your business? These can serve as a foundation for your core purpose. 
2. Identify Your Impact: Consider how your business can make a positive impact on customers or the community. Define the ultimate goal beyond profit. 
3. Engage with Your Team: Involve your team in the process. Their insights can highlight how your business affects their daily lives and inspire a shared sense of purpose. 
4. Articulate Your Purpose Clearly: Your core purpose should be concise and easy to communicate. Everyone in your company should be able to understand and embody it. 
5. Embed Purpose in Culture: Make sure that your core purpose is at the forefront of your company's culture, influencing decision-making and strategic planning. 

The path to defining a core purpose requires you to look beyond immediate business concerns to the broader impact your company can make. By finding inspiration through some of your favorite companies, you can craft a purpose that fuels innovation, drives employee satisfaction, and captivates your market.