Framing the Organization's Purpose With Its Ultimate Goals in Mind

Every enterprise has a purpose, but it may not necessarily be apparent throughout the various levels of an organization. In the absence of clarity, employees can act at cross‐purposes with differing and even conflicting ideas about goals and how to achieve them. Leaders who can vividly translate the organization's purpose into a personal, unifying vision have a much better chance of getting the workforce focused and moving in a shared direction. A well‐designed statement of purpose should be brief, clear, and realistic, and it also should convey a representative picture of the future while enabling and appealing to employees, customers, and the broader community. Wise leaders appreciate the value of crafting a crisp well‐phrased statement of purpose, involving as many stakeholders as possible in its creation, and continually communicating its relevance throughout the organization. ©2014 Wiley Periodicals, Inc.