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Purpose Strength Model®
The need to measure the degree to which workers have internalized corporate purpose, the variables that accelerate or slow it down, as well as the impact that internalization has on the efficiency of a company has led Corporate Excellence - Centre for Reputation Leadership, Tecnun-School of Engineers of the University of Navarra, Chair Management by Missions and Corporate Purpose, Chair of Women and Leadership of IESE and DPMC to promote an R&D research project in this field of knowledge under the title «Measuring the Purpose Strength».
During the R&D project, 1,500 employees and 350 executives from 20 companies and from 4 different countries were surveyed, who have developed a management system focused on the purpose. The results of this research have allowed the creation of a measurement tool to evaluate, diagnose and enhance the generation of a shared purpose in organizations: Purpose Strength Model®.
The model in depth
The Purpose Strength Model® is based, on the one hand, on logic, to generate organizations focused on purpose, and, on the other hand, on measurement, to be able to improve them. Building from these two bases, the model offers an assessment and a full diagnostic report that identifies the strength of the corporate purpose , that is, to what extent the organization’s purpose is shared and internalized by its stakeholders.
This data will allow you to start a process of transformation towards an organization with a deep and truly shared purpose. To achieve this, the aspects analyzed in the Purpose Strength Model® are as follows:
- 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 or slow this internalization
- The impact it has on individual commitment, collective unity and organizational performance.
The model works on three dimensions that, as explained in the work, support a shared purpose: knowledge (its ability to inspire the stakeholders), identification or motivation (the ability to inspire their hearts) and the contribution or impact on employee behaviours and actions (the ability to guide them on a day-to-day basis).
How do we measure all this?
- We take the pulse of the organization, surveying managers and workers, guaranteeing their anonymity and the confidentiality of their responses.
- We make 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.
- We present the results by proposing a personalized action plan to initiate a transformation process towards an organization with a shared purpose.
The importance of the purpose
Should you still doubt the impact and benefit of organizations guided by a shared purpose, here we share some information that proves it. Our first analyses show that ...
- 9 out of 10 employees would be willing to earn less for a more meaningful job(Achor et al., «9 Out of 10 People Are Willing to Earn Less Money to Do More-Meaningful Work», Harvard Business Review, 2018)
- 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 state that having a solid purpose is key to being able to navigate in VUCA environments (Beacon Institute, The State of the debate on purpose in work, 2016)
- Companies where executives made purpose a priority increase customer loyalty by 52% (Beacon Institute, The State of the debate on purpose in work, 2016)
- Only 39% of managers think that their companies have clearly defined their purpose (Harvard Business Review & EY, The Business Case for Purpose, 2015)
- The impact of having employees who identify with the purpose on commmitment can reach 73% (Lleó et al., «Measuring the Purpose Strength». En Rey, C. Purpose-Driven Organizations, 2019)
- The impact on profits of having a purpose-focused organizational model can reach 30%(Lleó et al., «Measuring the Purpose Strength». En Rey, C. Purpose-Driven Organizations, 2019)
For all this, at Corporate Excellence - Centre for Reputation Leadership we encourage you to work on a strong and shared purpose and consult this new measurement model.
