Three steps to defining your organisation's purpose
What should we do?
This is one of the powerful questions we must repeatedly ask of ourselves and our organisation.
In our fast-paced environment the answer changes all the time. It is why we may need to change the management mind-set from Strategy to Purpose.
The latter is iterative, involving the entire organisation all the time. The former takes too long to develop and even longer to adopt and adapt.
Defining and clarifying organisational Purpose should not only be the starting point, but continually challenged in light of its Environment, its Comparative Competence and its ability to Create Value.
1. Environment Analysis
Environment Analysis considers the context of the organisation. This includes the traditional framework such as competitors, suppliers, demographic and political, but also what we know today about the future. Our customers and our non-customers.
In three sporting organisations that I recently worked with, our greatest insights came from non-customers.
They gave us the answ…
