How to make the organisation’s purpose personally meaningful
(smartcompany) The biggest struggle
organisation’s face around purpose is how to translate the grand
intention into a sense of purpose in people’s everyday work.
Finding what you care about
has the potential to bring unity and energy to your endeavour. But
without connecting purpose with every person’s every day, it may as well
be words on a cold stone monolith they look past on their way to do
their work.
So what does connecting what you care about with what people
do look like? Morten Hansen’s new book Great at Work
has some handy examples from the front lines. But let’s start with his
definition for a sense of purpose, which usefully delves beyond the
usual platitudes of “why you get out of bed”:“You have a sense of purpose when you make valuable contributions to others (individuals or organisations) or to society that you find personally meaningful and that don’t harm anyone.”
And in case the heading
didn’t give it away, today I’m going to focus on the “personally
meaningful” piece. Because that is where the purpose jumps off the page
(or stone monolith) and bounds into thoughts and actions.
Back to Great at Work:
“Two individuals can have the same job, with only one feeling that it is of any consequence … Take rental car clerks. Samantha, … she rents out cars and feels her job benefits society? Come on. Well, she sees it differently. Her job held purpose for her because she could help people who had gotten into car accidents and whole cars were in for repair. When they rent a car, ‘they’re not stranded’, she says, ‘they have a vehicle to drive. I feel good about providing that service’.”
In that one example, you can
see the bridge Samantha has built. Has everyone she’s renting cars to
had an accident? Of course not, but that aspect connects to her personal
sense of purpose and helps her see her whole job as meaningful.
So, if it’s your
organisation, how do you make that connection for dozens, hundreds or
even thousands of people? You can’t. But you can give them the materials
for their own bridge. A bridge that is even more important when the
organisation is not involved in naturally inspiring work. As Hansen
says, “just because you’re not saving kids in Africa or helping homeless
people on the streets of Chicago doesn’t mean your job lacks purpose”.
Back to Great at Work:
“What matters, as far as purpose on the job is concerned, is how each individual feels about his or her own work. As long as people are contributing value in their job, it’s up to each individual to determine whether they see their work as purposeful.”
So how do you demonstrate to people they are contributing value?
You can begin with a simple
question. For example, asking “how does my work contribute value?” can
open up people’s thinking and allow them to start making connections.
Then keep going. You might need to ask it more than once. There’s
usually more than one step between what you’re doing, how you’re doing
it and the purpose.
And it’s not enough to just
ask the question. Even when someone feels their contribution is valuable
they also need to see that value reflected in other places. In the way
things are measured and rewarded. When they hear others talk about their
connection.
So, how does your work contribute value?
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