Create your compelling company purpose and guiding principles

A strategic problem many businesses face is knowing how and why to create a company purpose and clear guiding principles. Many stagnant companies lack the direction that these bring.

Create your compelling company purpose and guiding principles

Question:

Do you have a compelling company purpose and clear principles, and do others know what the company purpose and clear guiding principles are?

Answer:

At The Alpha Group we make certain that you create a compelling purpose that is more inspiring than your competitors, and that you develop a strategy to communicate this. Think of big companies you know and admire, they want to make a difference in the world. Your higher purpose gives you an edge in both recruiting and retaining staff. Your higher purpose also gives you an edge with customers, they don't just buy on price, but they also buy into the logic and emotion behind the brand and its purpose.

We also help you to establish clear guiding principles. Clear guiding principles have always given businesses an edge over competition, think of companies founded on Quaker principles in the 17th 18th and 19th Century, such as Cadbury, Rowntree, Fry's and Clarks, banks Barclays and Lloyds and the financial institution Friends Life which was formally Friends Provident.

So, how do we do help you create a compelling purpose and clear guiding principles?

Easy, its a simple five step-process using the power of the peer-to-peer advisory board.

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Firstly the peer-to-peer advisory board help you look at what is the strategic problem.

Successful companies focus on a shared, inspiring company purpose. Usually the people in these companies also work to some agreed guiding principles. As a result, through your shared compelling purpose and principles, these companies substantially outperform and outgrow competitors.

Other companies just focus on the bottom line i.e. the financial results for the next quarter. People in these companies often feel manipulated and controlled.

This is where the power of your peer-to-peer advisory board helps. By explaining your principles to others this helps you help clarify your own thinking. By listening to others you gain insights into your own situation. By looking at how other businesses perform this helps you create a vision for your own company. When you learn together, and when you gain insight together, and take action together, you have the accountability to keep you on track to get the massive results you deserve.

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Secondly your peer-to-peer advisory board help you define your compelling company purpose.

Your purpose defines a compelling picture for your company that gives you and your team inspiration.

Your purpose defines what you do for your customers/clients, the results you give you and the benefits you derive as a company.

Your peer-to-peer advisory board helps you:

  • Define what you do for your customers/clients and the special way you do it.

  • Define the results you give your customers/clients.

  • Define the benefits you derive as a company as a result.

  • Then the board help you assess whether your purpose is more compelling than your competitors. Your peer-to-peer advisory board helps you refine these three definitions until you are satisfied.

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Next, we look at what your company does that gives direction and inspiration?

You may it helpful to use the following template:

What you do for your customers/clients and what is the special way that you do this?

We work with our customers/clients to:

What results does this give to your customers/clients?

In order for them to:

What benefits do you derive as a company?

So that we:

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Thirdly your peer-to-peer advisory board help you define your guiding principles.

The guiding principles of a company bring out the best in everyone to achieve the company purpose. These can often be thought of as core values, or your non-negotiables. What is your line in the sand?

Here you work together to:

  • Define what you do to be the best in your field

  • Define what you do to operate seamlessly

  • Define what you do to bring out the best in everyone

  • Define what you do to get everyone working together

  • Then assess whether your principles are higher than the competitors. Your peer-to-peer advisory board helps you refine you develop and refine your definitions until you are satisfied.

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Fourthly the peer-to-peer advisory board help you decide your immediate next actions.

Your peer-to-peer advisory board helps you find clarity on the actions you need to undertake to refine the company purpose and guiding principles.

Your peer-to-peer advisory board helps you find clarity on the actions you need to undertake to engage your team with the company purpose and guiding principles.

Your peer-to-peer advisory board helps you find clarity on the actions you need to undertake to engage your customers and prospects in the company purpose and guiding principles.

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Lastly the peer-to-peer advisory board help you take massive action.

The profound impact on you and your company of creating your compelling company purpose and guiding principles is that you give your team a clear shared direction and inspiration which leads to substantially increased value for your company. You share your purpose and principles with your marketplace which helps to drive profitable sales.


If you would like to find out more about how The Alpha Group members create a compelling company purpose and guiding principles then please get in touch and I will be happy to send you further information about visiting a suitable group, online, face-to-face or blended with a mixture of real world and virtual board meetings.

If you are interested in finding out more about creating a compelling purpose for your business you can also read "Conscious Capitalism Field Guide" by Raj Sisodia, Timothy Henry and Thomas Eckschmidt. The Conscious Capitalism Field Guide is structured around HEALING, a compelling purpose is Heroic, Evolving, Aligning, Loving, Inspiring, Natural and Galvanizing.