Purpose and vision: Not for the faint-hearted
Why a clear purpose forms the basis of organizational resilience
Resilience begins with the question of “why.” A clear purpose—the meaning and raison d'être of an organization—acts as an inner compass in uncertain times. People are meaning-driven beings;
only with a compelling purpose is it easy to keep employees focused, committed, and on board during turbulent times.
How vision and meaning provide orientation in times of crisis
Organizations with a lived purpose (“Why does the organization exist?”) and an inspiring vision (“Where do we want to go as an organization?”) can unleash forces in times of crisis. After all, a common goal creates cohesion: when everyone knows what they are getting up for in the morning, they are less likely to be discouraged by adversity. Purpose anchors the identity of the company, providing direction when plans crumble and stability when structures falter. It is the fixed point to which employees and managers alike can align themselves in times of crisis and the “ambiguity” that comes with it.
From lip service to lived reality
Building trust through authentic values
However, it is important that purpose and values are actually lived out. Lip service will not get you through a crisis. On the contrary, if words and deeds do not match, the trust of the workforce will erode (sad examples include the frightened withdrawal of many companies from the DEI movement)..
Purpose-driven organizations as a resilient success factor
Resilient organizations are characterized by the fact that their purpose is tangible in everyday life: important decisions and daily behavior are guided by a shared vision, and in difficult moments, the fundamental purpose is consciously recalled.
In this way, purpose and vision serve as an emotional anchor: they reinforce the workforce's awareness of being part of something meaningful, and this feeling carries them through difficult times. During the COVID-19 pandemic, for example, it became apparent that companies with a strong “we have a mission” mentality were able to improvise and act innovatively more quickly – whether it was an automotive group that suddenly started producing ventilators or a medium-sized company that used its logistics to supply hospitals.
Structural change through purpose orientation
Aligning systems and processes with purpose
A shared purpose binds teams together and gives meaning to extraordinary efforts. Purpose-driven organizations thus have a double advantage: they motivate their employees and strengthen their loyalty – and they gain the trust of customers and partners who feel what the organization stands for.
In addition, structures and systems are consistently reviewed and developed to ensure that they truly reflect and promote purpose and vision at their core.
A lived purpose strengthens both the “we” and the “I.” Organizations that make a credible offer in this regard have a real resilience advantage.
5 practical immediate measures to strengthen purpose and vision:
- Hold purpose talks: Initiate discussions in each department about what the organization stands for and what it wants to contribute.
- Visualize a vision of the future: Develop a clear, vivid vision (not just verbal) that everyone understands and can pass on.
- Reflect decisions on purpose: Before making major decisions, ask: Does this contribute to our purpose? Do our structures reflect our long-term development goal?
- Collect purpose stories: Collect concrete examples from everyday life where purpose has been effective.
- Train managers: Actively anchor purpose and vision in communication and actions.
Outlook: Strategy as the second dimension of resilience
Purpose is the starting point – but without a robust strategy, meaning remains ineffective. In the next dimension of resilience in our strategic triangle, we therefore examine how organizations can make their strategic orientation crisis-proof. It's about clarity in goal setting, flexibility in implementation, and the ability to remain capable of acting even in uncertain times.
After all, a resilient organization needs not only a strong “why,” but also a smart “how.”
In the next article, you will learn:
- How a resilient strategy prepares you for unexpected events
- Why strategic clarity is not at odds with agility
- Which tools help to systematically embed strategic resilience
Stay tuned!
