Opinions expressed by Entrepreneur contributors are their own.
Leadership techniques need to change to keep up with the rapid pace at which technology is transforming businesses. One of the most important approaches is mission-driven leadership, which can help with digital transformation while still being true to one’s values and encouraging expansion.
A leader may motivate their team, entice top talent and propel innovation that goes beyond financial measures by ensuring that the organization’s strategy is in line with its goals and values.
Related: 4 Tips for Letting Your Mission (Not Profit) Drive Success
Building a strong purpose: A craftsman’s guide
A mission statement’s primary function is to act as a compass for an organization, illuminating its course of action, motivating its members and fostering a sense of belonging. More than just a slogan, an inspiring mission statement captures the essence of an organization’s beliefs, goals for the future and influence on those who matter to it.
Making a meaningful mission statement:
-
Get people involved: Have conversations about the organization’s values and goals with people who work for or with the company, as well as with customers and business partners.
-
Represent essential ideals: Verify that the mission statement truly embodies the ideals and cultural character of the organization.
-
Make it practical: A well-defined mission statement gives a sense of purpose and may be turned into practical plans of action.
-
Establish an emotional bond: Successful missions inspire stakeholders to unite via shared emotions.
As an example, the mission statement of Patagonia, “We’re in business to save our home planet,” dictates the company’s approach to product development and supply chain management. Because of this, they have been able to cultivate a dedicated following of customers and recruit staff members who are equally committed to sustainability.
A leader’s purpose in challenging times of technology
A digital transformation is a change in mindset as much as it is a change in technology. Leadership with a purpose helps close this gap by coordinating the use of new technologies with the overall goals of the company. By lowering resistance and increasing engagement, leaders who have a clear purpose can confidently manage their teams through change.
Methods for purpose-driven leadership:
-
Share the why: Describe how tech projects contribute to the purpose and help both staff and clients.
-
Integrate strategy with a purpose: Before committing to any technological investment, be sure it fits in with the organization’s mission and values.
-
Enable workers: Give them the tools they need to adapt and innovate while staying true to the objective.
To illustrate the point, Microsoft, under Satya Nadella’s leadership, shifted the company’s focus from products to its mission. “Empower every person and every organization on the planet to achieve more” was the driving force behind their cloud-first, AI-focused strategy, which encouraged innovation while being in line with a higher purpose.
Related: 3 Steps to Forge Your Company’s Purpose-Driven Path
Finding meaning in life and using it to fuel innovation and adaptability
A strong sense of purpose can inspire teams to overcome obstacles by fostering innovative problem-solving and a determination to succeed. During times of uncertainty, people are more likely to innovate and stay committed when they can see how their job impacts a meaningful goal.
Advantages of purpose-driven motivation:
-
Boosted creativity: Groups whose members care about the same things are more inclined to work together, try new things and take smart risks. Having a well-defined goal to work towards can enhance one’s ability to withstand challenges.
-
Employee engagement: Workers experience more happiness and output when they perceive their work as contributing to a greater purpose.
As an example, Tesla’s dedication to its mission to “accelerate the world’s transition to sustainable energy” drives the company’s innovation efforts, which result in state-of-the-art electric automobiles and renewable energy innovations.
Cultivating genuine brand loyalty via leadership focused on values
Brands that align with the beliefs of their customers typically outperform in a competitive marketplace. Having a clear mission not only helps employees align, but it also leaves a lasting impression on clients.
Strategic methods for increasing customer loyalty to brands:
-
Honesty: Explain the group’s purpose and show how it is being practically realized.
-
Uniformity: Make sure that the objective is reflected in every interaction with customers, from marketing to product design.
-
Engagement: Involve customers in the mission and transform them into brand evangelists through engagement.
To illustrate its dedication to causes like racial justice and climate change, Ben & Jerry’s incorporates social activism into their business model. The brand’s devoted following is a result of its mission and actions being in sync.
Examples of successful businesses that found their mission
Unilever: Under Paul Polman’s leadership as CEO, Unilever adopted a purpose-driven strategy that put an emphasis on sustainability via its Sustainable Living Plan. With purpose-led brands in their portfolio expanding 69% more rapidly than the overall business, this strategy not only boosted growth but also decreased the company’s environmental impact.
Airbnb: The company’s stated goal, “to create a world where anyone can belong anywhere,” served as a compass during its initial public offering (IPO) and the Covid-19 epidemic. Innovative solutions, such as a dedication to diversity and the introduction of online experiences, were inspired by their purpose-driven leadership.
Related: How to Build a Team That Embodies the Voice and Mission of Your Company
Uniting philosophy with the real world
To successfully traverse the challenges of the modern digital age, mission-driven leadership provides more than only a theoretical framework. Companies led by purpose-driven leaders are more resilient, inventive and connected to their stakeholders.
Lessons for leaders:
-
Establish your goals: An effective mission statement will be genuine, have measurable objectives and appeal to your target audience.
-
Be a clear leader: Make sure that your organization’s approach is in line with its objective.
-
Encourage innovation: Inspire your teams to think beyond the box and overcome challenges by connecting them to a greater purpose.
-
Establish credibility: Be honest and consistent in your communication, and act in accordance with your stated principles.
Purpose is still a powerful tool for driving innovation and long-term growth in the ever-changing digital world. Organizations can succeed in the here and now and for years to come if their leaders adopt a mission-driven approach.
