Purpose Strength Model® is a new measurement model created to assess, diagnose and enhance the generation of a shared purpose in organizations. It analyzes the organizational levers on which to enhance the development of an organization with purpose, the degree to which workers have internalized it, the variables that accelerate this internalization and the impact that all this has on the organization.

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The Model

Purpose Strength Model® is the result of an R+D project called Measuring the Purpose Strength in which 1,500 employees and 350 managers of 20 companies in 4 different countries were surveyed, and whose purpose is to delve deeper into the development of the organizations with a strong sense of purpose and develop an international measurement standard in this field of knowledge.

The measurement model has been developed by the lecturers Álvaro Lleó (Tecnun), Carlos Rey (UIC) y Nuria Chinchilla (IESE) with the support and collaboration of the Chair Management by Missions and Corporate Purpose of UIC Barcelona, DPMC and Corporate Excellence - Centre for Reputation Leadership.

Deep into the Model

Purpose Strength Model® is based, on logic to generate purpose-centered organizations, and, on the other hand, on measuring them in order to improve the company. Building on from these two topics, the model offers an evaluation and a complete diagnostic report that identifies the strength of the corporate purpose, that is, to what extent the purpose of the organization is shared and internalized by its stakeholders.

Through this model, we offer an assessment and a complete diagnostic report to begin a process of transformation towards an organization with a strong sense of purpose. Model implementation method:

  • Measuring the pulse of the organization, surveying managers and workers, guaranteeing their anonymity and the confidentiality of their responses.
  • Making a diagnosis as to the degree to which an organization has a shared purpose, contrasting the information from managers with that from workers and also compare it with that of similar companies.
  • Designing a custom action plan to start a process of transformation towards an organization with a shared purpose.

As this infographic of the model shows, the Purpose Strength Model works on three dimensions that share a purpose: knowledge (their ability to illuminate the heads of stakeholders), identification or motivation (the ability to enlighten their hearts) and the contribution or impact on the action of employees (the ability to guide them on a day-to-day basis).

How do we measure this?

  1. We take the pulse of the organization, surveying managers and workers, guaranteeing their anonymity and the confidentiality of their responses..
  2. We carry out a diagnosis on the degree to which an organization has a shared purpose, contrasting the information of the managers with that of the workers and we also compare it with that of similar companies.
  3. We present the results proposing a personalized action plan to start a transformation process towards an organization with a shared purpose.
The importance of purpose

In case you still doubt the impact and benefit of organizations guided by a shared purpose, below we share some data that shows it. Our analyzes show that ...

  • 9 out of 10 employees would be willing to earn less form a more meaningful job (Achor et al., 2018, Harvard Business Review)
  • To increase trust… more than 75% of employees think that CEOs should clarify the purpose and vision of the organization (Edelman, Edelman Trust Barometer, 2018)
  • 70% of managers say that having a solid purpose is the key to be able to navigate in VUCA environments(The State of the debate on purpose in work, Beacon Institute, 2016)
  • Companies where executives made purpose a priority increase customer loyalty by 52%(The State of the debate on purpose in work, Beacon Institute, 2016)
  • Only 39% of managers think that their companies have clearly defined their purpose (The Business Case for Purpose, Harvard Business Review, 2015)
  • The impact of having employees who identify with the purpose on commmitment can reach 73% (Measuring the Purpose Strength, 2019)
  • The impact on profits of having a purpose-focused organizational model can reach 30% (Measuring the Purpose Strength, 2019)
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