Why does your business exist?

Your purpose is three to seven words explaining why your business exists for your customers; it should be about them, not you. It is a small statement with immense power – your reason for being.

EXAMPLES:
Tesla: To accelerate the world’s transition to sustainable energy.
Netflix: To entertain the world.
Zoom: To make video communications frictionless and secure.

These may be big company examples, but a clear purpose statement is just as important for small and medium sized business.

A well-defined purpose statement is an antidote to narcissistic by-lines of the past… because we know that consumers are wired to take a self-interest and therefore will engage your business if your ‘why’ resonates with them. Thereafter, your purpose will drive the alignment of values and loyalty.

If you don’t focus on purpose, you’re likely to focus on profit.

Guess what? Your customers aren’t interested in you making a profit. They’re too worried about their own profit. They are more than happy for you to make a profit – provided you meet their needs first.

The correlation between a business’s ability to serve a higher purpose and stronger financial performance has been proven. So, defining your purpose is a smart business strategy.

It comes down to engagement with your team and your customers.

Numerous studies have told us that a strong sense of purpose drives team satisfaction, which will help to improve customer loyalty.

Articulating your business’s purpose to your team allows them to see that they’re contributing to something bigger than themselves. Linking your purpose to their tasks and responsibilities allows them to see their connection to the outcome; how their role is contributing to the overall vision of the business and how they’re impacting your customers’ lives.

If we focus on meeting (and exceeding) customer needs, better profitability will be a by-product.

Getting clear on your purpose will transform your marketing. Being able to clearly articulate why you exist for your customers will tie them to your brand and make them more inclined to refer you to others. When that new customer does their due diligence, i.e. they stalk your website and social media, it’s more likely they’ll develop an emotional connection to your business and buy from you.

Your purpose must first be defined by the leaders.

Only when your purpose is crystal clear can you articulate it to your team and then your customers and target audience.

Having a clear purpose is also about sustainability. There is mounting evidence that in these times of change and disruption, having a clear purpose will improve a business’s ability to transform and adapt.

So, what’s your purpose?

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

 

你的企业为什么存在？

您的目的是用简单的词汇来解释您的业务为何为客户而存在；是关于他们，而不是你的企业。这是一个具有巨大力量的小声明——你存在的理由。

例子：

特斯拉 （Tesla）：加速世界向可持续能源的转变

Netflix：娱乐世界

Zoom：使视频通信顺畅且安全

这些可能是大公司的例子，但明确的目的声明对于中小型企业同样重要。

明确定义的目的陈述是过去迷失的解药。因为我们知道消费者天生会追求自身利益，因此如果您的“为什么”与他们产生共鸣，他们就会参与您的业务。此后，您的目标将推动价值观和忠诚度的一致性。

如果你不专注于目的，你很可能会专注于利润

您的客户对您获利不感兴趣。他们太担心自己的利益了。他们非常乐意让您获利，前提是您首先满足他们的需求。 企业有着服务于更高目标的能力就能创造更强的财务业绩。因此，定义您的目的是一项明智的业务战略。

这归结与您的团队和客户的互动

大量研究告诉我们，强烈的目标感会驱动团队满意度，这将有助于提高客户忠诚度。 向您的团队阐明您的业务目标，可以让他们看到他们正在为比自己更重要的事情做出贡献。将你的目的与他们的任务和职责联系起来，让他们看到他们与结果的联系；他们的角色如何为企业的整体愿景做出贡献，以及他们如何影响客户的生活。

如果我们专注于满足（并超越）客户需求，就能创造更好的盈利

明确您的目的将改变您的营销方式。能够清楚地阐明您为客户存在的原因会将他们与您的品牌联系起来，并使他们更有可能与您的业务建立情感联系并向您购买货更倾向于将您推荐给其他人。

你的目的必须首先由领导者定义

只有当您的目标非常明确时，您才能向您的团队，然后是您的客户和目标受众阐明它。 有一个明确的目标也关乎可持续性。越来越多的证据表明，在这些变革和颠覆的时代，拥有明确的目标将提高企业的转型和适应能力。

那么，你的目的是什么？