How to achieve business purpose

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This document outlines five dimensions for achieving business purpose and engagement: 1) Create selfless plays, 2) Stay true to your core, 3) Get to the point, 4) Be clear, and 5) Keep people moving forward. It discusses each dimension and provides examples of how companies like Amazon, Zappos, Mastercard and Visa embody these dimensions. The document concludes by emphasizing the importance of regularly reflecting on and recasting an organization's purpose and culture to maintain employee alignment and engagement.

Empresariales Empleo

How to:
Achieve Business
PURPOSE
March 23, 2013
©2013 e McGlown Group

Agenda
•  Purpose-driven Engagement
•  No. 1 Create selfless plays.
•  No. 2 Stay true to your core.
•  No. 3 Get to the point.
•  No. 4 Be clear.
•  No. 5 Keep people moving forward.
•  Reflect & Recast
March 23, 2013©2013 The McGlown Group
CommunicationDimensions

p.2

March 23, 2013
Businesses are built FOR,
and BY, people.
©2013 The McGlown Group p.4

Engaged employees are the
main source of intangible assets.
March 23, 2013©2013 The McGlown Group
Source: Ocean Tomo
100%
0%
17%
32%
68%
80% 80%
1975 1985 1995 2005 2010
Components of S&P 500 Market Value
Tangible Assets
Intangible Assets
p.5

March 23, 2013
Engagement
creates a healthy business
Employee Retention
Profit
Customer Engagement
Sales
Source: Gallup, “Q12 Meta-Analysis: The Relationship Between Engagement at Work and Organizational Outcomes”, 2009
©2013 The McGlown Group p.6

Connect emotionally in ways
that are easy to process
March 23, 2013
Disengaged
Engaged
©2013 The McGlown Group p.8

March 23, 2013
People FIRST.
Employees and
Customers are…
SECOND.
Professionals and
Consumers
©2013 The McGlown Group p.9

Engage Employees Locally
March 23, 2013

©2013 The McGlown Group p.10

Align purpose across functions
March 23, 2013
Distill Business Intent Deliver in Unison
Business
Purpose
©2013 The McGlown Group p.11

March 23, 2013
Only
43% of customer-facing workers
“know what my company stands for and what
makes us diﬀerent from our competitors.”
1  How clear is your
business purpose?
2  How well-known is it
within your workgroup?
©2013 The McGlown Group p.12

Purpose is refreshing!
March 23, 2013
or
©2013 The McGlown Group p.13

Amazon
Experience:
Follow our
procedure.
©2013 The McGlown Group

Amazon
Experience:
Follow our
procedure.
PAGE 2
©2013 The McGlown Group

©2013 The McGlown Group
Zappos
Experience:
Whatever is
convenient for
you.

March 23, 2013
Get people to
RUN PLAYS…
©2013 The McGlown Group p.18

March 23, 2013
…and FEEL good
about it.

©2013 The McGlown Group p.19

Dimension No. 1:
Create selfless plays
March 23, 2013 p.20©2013 The McGlown Group
Enables employees to:
Understand what WE
want to achieve.

When/why we need
them – not clear.
March 23, 2013©2013 The McGlown Group p.22

We know what they
do – very clear.
March 23, 2013©2013 The McGlown Group p.23

Avoid
spreading
yourself
THIN.
March 23, 2013 p.24

Avoid
COMMODITIZING
self worth.
March 23, 2013©2013 The McGlown Group p.25

Dimension No. 2:
Stay true to your core
March 23, 2013 p.26©2013 The McGlown Group

March 23, 2013
Mastercard vs. Visa:
Which is easier?
Rotating Carousel
©2013 The McGlown Group p.28

Visa v. Mastercard Example
Mastercard vs. Visa:
Which is easier?
March
23,
©2013 The McGlown Group p.29

act
How people process change
March 23, 2013
Embrace
change.
1 Determine if the information is RELEVANT.
2 CONTRAST with what I already know.
3 DISMISS prior knowledge.
explore
explore
dismiss
dismiss
dismiss
©2013 The McGlown Group p.30

March 23, 2013
Distill
YOUR ASK
©2013 The McGlown Group p.31

Consider:
1  What are you asking people to do?
2  Why do you want to make this happen?
3  What is needed to make this happen?
March 23, 2013©2013 The McGlown Group p.32

Dimension No. 3:
Get to the point
March 23, 2013 p.33©2013 The McGlown Group
Enables employees to:
See and connect
with the outcome.

…
March 23, 2013
Relevant
PURPOSE
©2013 The McGlown Group p.35

Generic…
March 23, 2013
Help people and businesses
throughout the world realize
their full potential.
©2013 The McGlown Group p.36

Specific…
March 23, 2013
Organize the worlds information
and make it universally accessible
and useful.
©2013 The McGlown Group p.37

March 23, 2013 p.38©2013 The McGlown Group
Enables employees to:
More easily align
with each other.
Dimension No. 4:
Be clear

Dimension No. 5
Keep people moving forward

Lead the Team…
March 23, 2013
PROCESS
…by defining
OUTCOMES
©2013 The McGlown Group p.40

Communicate in Real-time
March 23, 2013©2013 The McGlown Group p.41

March 23, 2013 p.42©2013 The McGlown Group
Ensure everyone is
clear on the role they
are supporting.
Dimension No. 5:
Get to the point

Reflect and Recast
Purpose (What) and Culture (How)

1  Explore communication
dimensions of engagement
March 23, 2013
Create
selfless
plays
1
Stay true
to your
core
2
3
Be
clear
4
Move
forward
5
Get to
the point
©2013 The McGlown Group p.44

2  Keep the playbook fresh
1  Do employees believe WE are headed in the right direction?
2  Are individual roles CLEAR?
3  Do employees “GET” how they make the purpose real?
March 23, 2013©2013 The McGlown Group p.45

3  Keep everyone aligned
March 23, 2013
Specific
Outcomes
Team Roles

Organization’s
Purpose
Your
Purpose
©2013 The McGlown Group p.46

Thank You
The McGlown Group
info@themcglowngroup.com
{317} 800 8319

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How to achieve business purpose

2. Agenda •  Purpose-driven Engagement •  No. 1 Create selfless plays. •  No. 2 Stay true to your core. •  No. 3 Get to the point. •  No. 4 Be clear. •  No. 5 Keep people moving forward. •  Reflect & Recast March 23, 2013©2013 The McGlown Group CommunicationDimensions p.2

3. Purpose-driven Engagement

5. Engaged employees are the main source of intangible assets. March 23, 2013©2013 The McGlown Group Source: Ocean Tomo 100% 0% 17% 32% 68% 80% 80% 1975 1985 1995 2005 2010 Components of S&P 500 Market Value Tangible Assets Intangible Assets p.5

6. March 23, 2013 Engagement creates a healthy business Employee Retention Profit Customer Engagement Sales Source: Gallup, “Q12 Meta-Analysis: The Relationship Between Engagement at Work and Organizational Outcomes”, 2009 ©2013 The McGlown Group p.6

7. Why Purpose is needed to Engage

12. March 23, 2013 Only 43% of customer-facing workers “know what my company stands for and what makes us diﬀerent from our competitors.” 1  How clear is your business purpose? 2  How well-known is it within your workgroup? ©2013 The McGlown Group p.12

14. Dimension No.1 Create selfless plays

21. Dimension No. 2 Stay true to your core

24. Avoid spreading yourself THIN. March 23, 2013 p.24

27. Dimension No. 3 Get to the point

30. act How people process change March 23, 2013 Embrace change. 1 Determine if the information is RELEVANT. 2 CONTRAST with what I already know. 3 DISMISS prior knowledge. explore explore dismiss dismiss dismiss ©2013 The McGlown Group p.30

34. Dimension No. 4 Be clear

39. Dimension No. 5 Keep people moving forward

43. Reflect and Recast Purpose (What) and Culture (How)

45. 2  Keep the playbook fresh 1  Do employees believe WE are headed in the right direction? 2  Are individual roles CLEAR? 3  Do employees “GET” how they make the purpose real? March 23, 2013©2013 The McGlown Group p.45

47. March 23, 2013 Go get it!

48. Thank You The McGlown Group info@themcglowngroup.com {317} 800 8319

How to achieve business purpose

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