When I started with P&G, it was just too big to understand. To me, it looked like a bunch of brands; appendages hanging from a centralized collection of processes. Kind of like a nervous system connected by efficiencies, history, and standards that linked to some central brain in Cincinnati where the big decisions were made.
In trying to understand how a company the size of P&G can be united by something larger than just the brands, I started trying to understand the use of Purpose. To do so, I picked up Roy Spence’s book titled “It’s not what you sell, it’s what you stand for.” I chose this book because Roy Spence (and his company GSD&M idea city) is highly regarded as a thought leader when it comes to helping companies with purpose excel. I first heard of Roy Spence when I was doing a case study on Southwest as part of my MBA at Xavier, and again through P&G when discussing the importance of purpose.
Below are some of the notes which have helped me to crystallize my thoughts on how to define, use, and propagate purpose throughout the enterprise. Most of these thoughts came from the book by Roy Spence. If you are intrigued about how to link your life, company, family to something larger, pick up this book.
Purpose:
Purpose begins with identifying: 1. what difference do you want to make in the world? 2. What does the organization believe in? 3. What does the organization believe it is here to do? 4. What difference does it make in the lives of the people it is trying to serve?
When you wake at 5 am, get up and write something down, it’s probably your purpose calling
What you are passionate about, what you are best at and what there is a need for; that is your purpose
Is where your talents and the needs of the world intersect; therein lies your calling (Aristotle)
A good purpose statement:
- Is a definitive statement about the difference you are trying to make in the world (wow!)
- Must have clarity and fueled by passion
- Has words that are chosen for clarity vs. beauty/cleverness. Plain speech, no jargon
- Force management to clarify what the company stood for (make choices)
- Purpose dies with “I don’t think its catchy enough” or “I don’t know if our customers will get it”
- Is seven to eighteen words long (shorter the better)
- Crystal clear and single minded in focus, is not a laundry list
- Is internal, and not a tag line
- Is worthy of your life’s work (yikes!!!)
Purpose vs. Mission vs. Vision
Purpose: Definitive statement about the difference you are making in the world
(Save money so people can live better)
Mission: core strategy that must be undertaken to fulfill the purpose
(Our mission is to drive down costs making products more accessible & affordable for everyone’s benefit)
Vision: Vivid imaginative view of what the world will look like once your purpose is fulfilled
(Where all people can afford to live better)
Sample Purpose statements:
- Merck: to gain victory against disease and help mankind
- Disney: use our imaginations to bring happiness to millions
- J&J: To alleviate pain and suffering
- P&G: touching lives, improving life, more parts of the world, more completely
How to find purpose it in your org:
- When they are at their best, what are they doing? What are they best at (strengths?)
- What are they passionate about (but what if its baseball?)
- What do they think the organization does better than anyone else does?
- What difference does the organization make in the world?
Leadership: You do not set out to be a great leader, you set out to fight for a cause you believe in
How to do the right thing:
- Know your purpose
- Put your purpose ahead of yourself
- Have the courage to do what needs to be done
Great book, and a mantra “It’s not what you do, it’s what you stand for”




f change: are you listening?