Last year I was invited to speak at a special TEDx event for the employees of Telstra. My topic was Profit on Purpose. Throughout the talk I urged the audience to consider ‘why’ they do what they do. I asked them to address the fundamental core questions of purpose; Why do you exist? What is the contribution you are making? How is the world better because you exist?
I also shared the Telstra purpose statement with them (just in case they didn’t know it.)
“To create a brilliant connected future for everyone.”
Regardless of your views on Telstra, I truly believe this is a powerful purpose statement. It’s clear and actionable, unlike many big business purpose statements which appear nebulous and meaningless.
Compare it to the purpose statement of a big insurance company which shall remain nameless.
“To create a better future.”
As an employee I’d be asking; What does this actually mean? What do you want me to do? How can I take responsibility for this?
Now look at Telstra’s again.
“To create a brilliant connected future for everyone.”
Ah, the power of a few words. Brilliant. Connected. Everyone.
(This purpose statement follows the clear framework I laid out in Part 1 of this series.)
From a technological and telecommunications perspective it provides focus and direction. Perhaps Telstra’s greatest opportunity lies in actually humanising their purpose by bringing that word ‘connected’ to life for the benefit of ‘everyone’ (employees, customers, suppliers, the community…everyone). There’s a story to be told behind each and every word of this statement.
As humans, we’re hardwired for connection. We all want to belong, and Telstra has the human power to do that.
As an employee I get a sense that I could actually do something with this purpose, that I could actually take ownership of it and make it meaningful to me (which is why we even bother having a purpose statement in the first place).
I believe it would be a great shame for Telstra to mess with its purpose.
Now I’m not privy to the numerous culture/change/leadership programs they must be spending millions on right now, but one thing is for sure, ‘purpose’ must be the fundamental foundation on which every initiative hangs. It’s the ultimate way to create a healthy culture and bring life back to work!
Till next time.
__________________________________________________________
The Purpose Project is a program that uses human-centred design principles to help you unearth, articulate and activate purpose in your company. The methodology involves everyone from every corner of the organisation.
We help you:
- Co-create a meaningful company purpose statement using a proven framework and a deep understanding of higher purpose and it’s purpose.
- Unearth the behaviour you require in your company in order to activate purpose by co-designing and then producing your company Manifesto.
- Develop personal Purpose Maps for each employee that ties directly into the company purpose and their own purpose and passion.
