How to achieve business purpose
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How to: Achieve Business PURPOSE March 23, 2013 ©2013 e McGlown Group
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While most organizations have a defined purpose, approaches vary from generic to specific. To be specific, across the enterprise and within functional workgroups, use the five communication dimensions outlined in this overview.
Transcript of How to achieve business purpose
How to: Achieve Business PURPOSE March 23, 2013
©2013 e McGlown Group
Agenda
• Purpose-driven Engagement
• No. 1 Create selfless plays.
• No. 2 Stay true to your core.
• No. 3 Get to the point.
• No. 4 Be clear.
• No. 5 Keep people moving forward.
• Reflect & Recast
March 23, 2013 ©2013 The McGlown Group
Com
mun
icatio
n D
imen
sions
p.2
Purpose-driven Engagement
March 23, 2013
Businesses are built FOR, and BY, people.
©2013 The McGlown Group p.4
Engaged employees are the main source of intangible assets.
March 23, 2013 ©2013 The McGlown Group
Source: Ocean Tomo
100%
0%
17%
32%
68%
80% 80%
1975 1985 1995 2005 2010
Components of S&P 500 Market Value
Tangible Assets
Intangible Assets
p.5
March 23, 2013
Engagement creates a healthy business
Employee Retention
Profit
Customer Engagement
Sales
Source: Gallup, “Q12 Meta-Analysis: The Relationship Between Engagement at Work and Organizational Outcomes”, 2009
©2013 The McGlown Group p.6
Why Purpose is needed to Engage
Connect emotionally in ways that are easy to process
March 23, 2013
Disengaged
Engaged
©2013 The McGlown Group p.8
March 23, 2013
People FIRST.
Employees and Customers are…
SECOND.
Professionals and Consumers
©2013 The McGlown Group p.9
Engage Employees Locally
March 23, 2013
©2013 The McGlown Group p.10
Align purpose across functions
March 23, 2013
Distill Business Intent Deliver in Unison
Business Purpose
©2013 The McGlown Group p.11
March 23, 2013
Only 43% of customer-facing workers “know what my company stands for and what makes us different from our competitors.”
1 How clear is your business purpose?
2 How well-known is it within your workgroup?
©2013 The McGlown Group p.12
Purpose is refreshing!
March 23, 2013
or
©2013 The McGlown Group p.13
Dimension No.1
Create selfless plays
Amazon Experience: Follow our procedure.
©2013 The McGlown Group
Amazon Experience: Follow our procedure. PAGE 2
©2013 The McGlown Group
©2013 The McGlown Group
Zappos Experience: Whatever is convenient for you.
March 23, 2013
Get people to RUN PLAYS…
©2013 The McGlown Group p.18
March 23, 2013
…and FEEL good about it.
©2013 The McGlown Group p.19
Dimension No. 1: Create selfless plays
March 23, 2013 p.20 ©2013 The McGlown Group
Enables employees to: Understand what WE
want to achieve.
Dimension No. 2
Stay true to your core
When/why we need them – not clear.
March 23, 2013 ©2013 The McGlown Group p.22
We know what they do – very clear.
March 23, 2013 ©2013 The McGlown Group p.23
Avoid spreading yourself THIN.
March 23, 2013 p.24
Avoid COMMODITIZING
self worth.
March 23, 2013 ©2013 The McGlown Group p.25
Dimension No. 2: Stay true to your core
March 23, 2013 p.26 ©2013 The McGlown Group
Dimension No. 3
Get to the point
March 23, 2013
Mastercard vs. Visa: Which is easier?
Rotating Carousel
©2013 The McGlown Group p.28
Visa v. Mastercard Example Mastercard vs. Visa: Which is easier?
March 23, 2013
©2013 The McGlown Group p.29
act
How people process change
March 23, 2013
Embrace change.
1 Determine if the information is RELEVANT.
2 CONTRAST with what I already know.
3 DISMISS prior knowledge.
explore
explore
dismiss
dismiss
dismiss
©2013 The McGlown Group p.30
March 23, 2013
Distill YOUR ASK
©2013 The McGlown Group p.31
Consider:
1 What are you asking people to do?
2 Why do you want to make this happen?
3 What is needed to make this happen?
March 23, 2013 ©2013 The McGlown Group p.32
Dimension No. 3: Get to the point
March 23, 2013 p.33 ©2013 The McGlown Group
Enables employees to: See and connect
with the outcome.
Dimension No. 4
Be clear
…
March 23, 2013
Relevant PURPOSE
©2013 The McGlown Group p.35
Generic…
March 23, 2013
Help people and businesses throughout the world realize their full potential.
©2013 The McGlown Group p.36
Specific…
March 23, 2013
Organize the worlds information and make it universally accessible and useful.
©2013 The McGlown Group p.37
March 23, 2013 p.38 ©2013 The McGlown Group
Enables employees to: More easily align with each other.
Dimension No. 4: Be clear
Dimension No. 5
Keep people moving forward
Lead the Team…
March 23, 2013
PROCESS
…by defining
OUTCOMES
©2013 The McGlown Group p.40
Communicate in Real-time
March 23, 2013 ©2013 The McGlown Group p.41
March 23, 2013 p.42 ©2013 The McGlown Group
Ensure everyone is clear on the role they
are supporting.
Dimension No. 5: Get to the point
Reflect and Recast
Purpose (What) and Culture (How)
1 Explore communication dimensions of engagement
March 23, 2013
Create selfless plays
1
Stay true to your core
2
3
Be clear
4
Move forward
5
Get to the point
©2013 The McGlown Group p.44
2 Keep the playbook fresh
1 Do employees believe WE are headed in the right direction?
2 Are individual roles CLEAR?
3 Do employees “GET” how they make the purpose real?
March 23, 2013 ©2013 The McGlown Group p.45
3 Keep everyone aligned
March 23, 2013
Specific Outcomes
Team Roles
Organization’s Purpose
Your Purpose
©2013 The McGlown Group p.46
March 23, 2013 Go get it!
