Why the purpose of Patagonia is to “save the home planet”, and how it helps us all grow. What’s your purpose and does it really engage you and your ‘team’?

Sparks by Ignium

In this episode Phil Rose talks with John Rosling, CEO of Contexis about activating your Purpose. We all know what purpose means (don’t we?) but how many business owners have a purpose that fully engages humanity?

(Some of) The main points for listeners:

• What do we mean by ‘purpose activation’?

o Its all about living your purpose actively and authentically

• If Purpose is your reason to exist, then you must activate it to make it come alive

• The function of purpose in an organisation: something people can aspire to and feel proud of

• Ultimately the function of Purpose is to engage and clarify

• People are motivated by a feeling of pride and doing meaningful work

• How do we measure ‘Purpose’

• Purpose drives commercial performance… and it’s proven…

• But you need to have courage and integrity - You can’t just do it to drive profit!

• The point of purpose is to engage people internally first…

• Dan Pink on employing ‘humans’ – they’re slightly better smelling horses

• What is it that a top team has… a mission, an intention with a carefully thought through culture

• People need two things fundamentally – to understand what I do matters and feel that I am part of a community

• Why measure purpose – to help you know what is and isn’t working!

• But what to measure? To understand how are people behaving in the company

• Do your people feel the organisation stands for something beyond profit?

• You also need to measure the activators in the business: TRUST and OWNERSHIP

• Purpose is about a ‘cultural activation process’

• “It is in the gift of businesses to solve societies problems”

• (most) business owners want to create a healthier planet…

• By engaging people you will increase productivity by 20% and the asset value of the organisation!

• The facts speak for themselves… a 1% increase in ‘Purpose’ results in a 0.9% increase in eNPS

• … and a 0.8% increase in retention which equates to a 20-30% decrease in staff turnover

• Patagonia’s Purpose “we are in business to save the home planet”

• How can you look for opportunities to authentically demonstrate your purpose

• Courageous, authentic and sustainable – that’s the key

• How we can encourage our people to step up

• Purpose and perception

• Purpose is the fundamental set of beliefs about why we exist

• Anthropy – the work of John O’Brien MBE “We have a unique moment in time, to change the national narrative, consider the qualities we live by and build a more equitable, sustainable, successful Britain."

Learn More: visit the Ignium https://www.igniumconsult.com

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Listen to the show: https://sparksbyignium.transistor.fm/episodes

More about John Rosling: https://www.linkedin.com/in/johnrosling/

The Contexis Index: https://contexisindex.com/

Books Referenced in this episode:

Powered by Purpose: Energise your people to do great work, Sarah Rozenthuler: https://www.amazon.co.uk/Powered-Purpose-Energise-people-great/dp/1292308796

Grow the Pie: How Great Companies Deliver Both Purpose and Profit, Alex Edmans: https://www.amazon.co.uk/Grow-Pie-Companies-Deliver-Purpose/dp/1108494854

(Find out more here - https://www.growthepie.net/)

More about Anthropy and John O’Brien: https://anthropy.uk/

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Follow us on Twitter https://twitter.com/malabarman

Keywords in this episode:

| Purpose | Purpose activation | Purposefulness | Patagonia
| Brewdog | Unilever | Paul Polman | Culture
| Authenticity | Engagement | Productivity |

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