Is your company Soulless? Answer these ten questions to find out…
My belief is that, despite the title of this article, no company is without a soul. However it is often the case that the soul (or core essence, or company spirit) that was the reason for setting up the company in the first place has been lost, or clouded by the post-industrial age drive for pure profit.
The vast majority of companies were originally set up because one person, the founder, believed that they could achieve something new, more efficient, more effective, or more economical for the customer than was already being provided – and that they could make money doing it. The company had a purpose that was driven by the personality of the founder. The core essence, or soul of the company was defined by that unique combination of purpose and personality.
Over the years the drive for more profit and growth lead to the introduction of systems and processes that were designed to improve the efficiency and productivity of the business, while the importance of the people declined. The founder was superseded by a board or an individual more driven by achieving higher targets, more sales and increased profit than considering the loyalty or welfare of employees. Achieving higher sales became a numbers game with lead generation, funnels and sales targets rather than customers, care and service.
This pattern is very common and is the foundation of many companies in existence today. Yet more and more statistics and case studies are demonstrating that companies driven by purpose and the importance of their people are in fact achieving better results, with the added bonus of longevity for the company. These companies have a ‘soul’ that underpins the culture and is a part of everyday life for employees.
Does your company have soul? – Answer the following questions to find out…
1) Would all the members of your board or leadership team give the same answer when asked ‘What are the purpose, mission and values of this company?’
Yes/No
2) Would the answers of all your employees be the same as the answers of the leadership team when asked ‘What are the purpose, mission and values of this company?’
Yes/No
3) Is your internal communication strategy with employees genuinely 2-way. i.e. do you listen, hear and actively value input from employees as well as broadcasting information to them?
Yes/No
4) Do employees fully understand the part they are playing in helping the company to achieve it’s purpose?
Yes/No
5) Are your core purpose, mission and values included as an integral part of your recruitment process so that new employees & leaders can align their purpose with your own, and vice-versa?
Yes/No
6) Do your core mission and values form the foundation of all marketing activity so that you can attract customers who are aligned with your purpose?
Yes/No
7) Would you say that your organisation is culture-driven with purpose and people at the centre rather than profit-driven?
Yes/No
8) Do you believe that customers sense your purpose and mission whenever they meet your staff , visit your premises, or enter your retail outlets?
Yes/No
9) Are new products and services created to further your mission and achieve your purpose rather than simply to make additional profit?
Yes/No
10) Do you have an employee reward or recognition programme (not necessarily financial) so that all staff feel genuinely valued for their contribution to the organisation?
Yes/No
If you answered ‘No’ to one or more of these questions then I would suggest that the soul of your company is being shrouded by other priorities and is potentially hampering your productivity, sales and growth.
If this is the case I can help – The first stage in rediscovering your soul and creating a vibrant company culture is to discover your core essence and laying those solid foundations that everyone can be part of and feel proud of.
Richard Flewitt
An insightful approach
to Brand Essence &
leadership
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