Carsten Thiel is a businessman with over two decades of leadership experience. He is CEO of the global biopharmaceutical EUSA Pharma.
getty
If you’re like me, you’ve felt like your head is spinning all the time for the past few years. It seems that change is coming at us from every possible angle, be it technological, environmental, political or economic. The drumroll for leaders has been that these changes will not slow down for the foreseeable future, and the best way to support an organization is to be in a sustained state of rapid evolution.
This is by no means an easy question. Businesses thrive on stability, and in the face of constant change it can be easy to lose focus and direction. For an organization to survive in today’s world, I believe there must be complete clarity about where it is going and why. So what can a leader do when change seems to be the only constant? They can delve into the aspects of the company that are the fixed pillars: the purpose and the values.
Defining Purpose and Values
The purpose of an organization is the reason for its existence; it has the ability to bring everyone behind a great idea, a grand vision and an immersive mission. I find that when companies are aligned with a purpose, they are better able to cope with change because they have a clear idea of ​​not only how to make decisions, but why they are doing it.
A purpose goes beyond financial gain, it expresses the greater impact the company has on society and the communities in which it does business. Today’s researchers find more and more that goal leads to happy, engaged employees who are interested in creating long-term value for the company. Doel answers the question: Why does this organization exist?
Where purpose gives an organization a unified call to action, values ​​direct how it will achieve its goals. It is its beliefs, the guiding principles that guide how the company will behave, not only internally but with all its stakeholders. With concrete company values, employees can have a lens through which to make their decisions, giving them freedom of choice and strengthening the organization as a whole. There is a shared language that people within the company can understand how to behave every day when they show up for work.
How can you make sure your goal and values ​​are in sync?
In my opinion, to survive in the current climate, companies need to look inward and ensure that they not only have a clearly defined purpose and set of values, but also that the two align and work harmoniously together. For example, a pharmaceutical company that aims to change patients’ lives must have values ​​that contribute to achieving that goal, such as care and innovation.
Values ​​and purpose are inextricably intertwined, and one must always serve the other. If they don’t seem to align, taking a step back and looking at global ideas can help get things back on track. Focusing on pairing the two will inevitably make both stronger in the long run.
However, the final step in this process is not just aligning goals and values, but making sure they are both intertwined throughout the organization.
1. Lead by example.
All good leaders understand that it stops with them, and any behavior they want to see throughout their organization needs to be illustrated by them first. Those within the company are more likely to be motivated by purpose and embody values ​​when they see leaders model them through their actions. When it comes to higher-level decision-making, explaining to the organization how it aligns with the company’s purpose and values ​​can help to create clarity and confidence.
2. Work goal and values ​​in performance reviews.
Another surefire way to help employees understand the importance of a company’s purpose and values ​​is to include it in their performance reviews. This clearly and objectively indicates to everyone in the organization that the values ​​are more than just words the company has come up with; they are the beliefs that should be the focus behind the work they do. Companies are inevitably filled with people who have different positions, opinions and ways in which they expect to achieve career goals, but when they come together under the same set of values, they can better fulfill the purpose of the company.
3. Include values ​​and purpose in the hiring process.
When it comes to attracting new people, using a set of values ​​can make it easier to ensure that the right people are brought into an organization. By simply adding value-based questions to the application process and using them during recruitment efforts, you can quickly pick out those who will be most successful in the organization.
In addition, during the hiring and application process, it can be clear about the purpose of the company, set expectations and attract candidates whose personal beliefs best align with those of the organization.
4. Leave no stone unturned.
There is no such thing as overkill when it comes to impressing your organization’s purpose and values ​​on those within the organization. From desktop wallpapers to hallway posters, visual repetition can be a powerful tool for expressing how important the organization’s purpose and values ​​are to its health as a whole. People respond to authenticity, so try to be creative with ways that you as a leader can show that the company is serious about carrying out what it preaches. If excellence is one of your values, offer employees the opportunity to attend training programs and other such skill development resources with the company’s dollar.
In this age of uncertainty and seemingly never-ending changes that require constant adjustment, a strong purpose and value system can be exactly the foundation a company needs to stay afloat.
businesskinda.com Business Council is the leading growth and networking organization for entrepreneurs and leaders. Am I eligible?
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.