Leadership can (and should) be so much more than trying to generate a profit. The greatest leaders are those who are driven by a higher sense of purpose. They want to contribute to a greater good, whether that means lending aid to local community members or supporting a global cause.
When leaders are driven by purpose, they don’t just do good for others. They also foster a stronger workplace culture that is powered by shared meaning. This not only helps attract the right employees to the business, but it also makes the company a pillar in its community.
Having strong ideals is one thing — but putting purpose-driven leadership into action is another. A clear, actionable approach is essential for creating a lasting impact.
Purpose-Driven Leaders Model Values-Based Decisions
When you find a calling or purpose behind what you do, it should completely reshape your decisions and actions. Choices that might otherwise be unclear or uncertain, when viewed through the lens of your purpose, can suddenly become much easier to make.
For many leaders, this means prioritizing actions based on the greater mission they have for their company, even when that decision may not seem to have the best short-term gains.
To illustrate, in 2014, CVS made headlines as the first nationwide pharmacy in the U.S. to stop selling tobacco products. Despite resulting in a loss of $2 billion in annual revenue, the company made this decision because it ran in conflict with its mission of being a key part of the country’s health system. Ten years later, the company reported that the move had helped inspire many of its customers to quit smoking.
Your own value-based decisions won’t necessarily make national headlines, but they will directly impact how others perceive you and your business. When they see you “walking the walk” and consistently making decisions that are aligned with your stated values, they will be able to trust you in other areas as well. This can be especially powerful in attracting values-driven customers.
Purpose-Driven Leaders Serve Their Local Community
Purpose-driven leadership doesn’t only have to manifest in major national initiatives. For businesses that operate in a local or regional market, community-focused events and support can become a powerful way to become a trusted member of the community.
For example, Las Vegas law firm Shook & Stone sponsored a community event that provided over 200 area drivers with $10,000 in free gas. In a time of rising gas prices, this type of event helped ease financial burdens for people who rely on fuel to get to work, school and other responsibilities.
Similarly, other businesses give back through donating their products or services to at-need community members, hosting charity drives and fundraisers or sponsoring local events and sports teams.
Individually, these acts may not seem large. But as they become a consistent part of the company’s culture, that company becomes more than just another business — it becomes viewed as a pillar of its community. Each small act provides an opportunity to build stronger relationships and connect with individual community members in a memorable, positive way. The goodwill and publicity that grow from these repeated actions build trust in a way that no amount of traditional marketing could achieve.
Purpose-Driven Leadership Is Empowering
Finally, it’s important to consider how purpose-driven leadership can affect the “community” or culture that exists within a business as well. In our AI age, the value of human connection remains paramount for organizations with purpose. Purpose-driven leaders understand that they need to inspire, motivate and mentor their team members to help them grow and unlock their full potential.
Your efforts to empower your team members help them feel significant and valued. It can help them increase their own knowledge and learn new skills, enabling them to make a bigger contribution to the organization as a whole. For instance, Caterpillar offers mentor-led rotational development programs to help recent college graduates explore roles and gain experience they can leverage in their future career.
Of course, purpose-driven leaders don’t just look to formal programs to provide empowering mentorship. They understand that even small, daily examples in how they interact with their team can have an outsized impact. Treating team members as capable problem-solvers and encouraging accountability through positive reinforcement creates a stronger ownership culture that encourages continual improvement.
These and other small actions add up over time to create a workplace that is kinder, more supportive and more productive. It helps team members become their best selves and makes the business more attractive to top talent.
Everyday Actions, Outsized Impacts
Purpose-driven leadership should influence every action you take. By finding a higher sense of purpose to guide your actions, you can ensure that the decisions you make as a business are aligned with your values. You can find meaningful ways to contribute in your community and create a ripple effect as you do good for individuals. You can empower the people who work for you to achieve their full potential.
These actions aren’t done with the hope of getting an immediate return. But as they come from an authentic desire to do good, they will deliver far more meaningful long-term dividends. A lasting culture and strong community presence will ultimately help your business thrive.