Monday, November 4th, 2019

Be Clear About Your Purpose

“It’s not enough to have lived. We should be determined to live for something.”  Winston Churchill

The partners go away for a couple of days and come back with a firm mission statement. Does that inspire you? I doubt it. In many firms, it is just another “flavor of the month” and soon no one will even be able to recite it.

I like the new trend in calling it (mission statement) a statement of purpose. What is the purpose of your firm? What are you trying to achieve?

Many owner groups struggle with defining and living, their purpose. Some even copy a purpose from another firm and roll it out to their team as if it has real meaning to the owners.

Per an interesting article via Harvard Business Review, a truly powerful purpose statement is one that achieves two objectives: clearly articulating strategic goals and motivating your workforce.

If you want to find and retain top talent, they must know and understand your firm’s purpose – I mean really, not just some fancy words.

Surveys tell us that a large percentage of employees don’t feel fully connected to their firm’s purpose, they don’t see the value they create and that their jobs don’t allow them to fully leverage their strengths.

This adds up to a crisis of purpose. And, what follows along is a communication crisis. As I continue to say – most problems I encounter inside accounting firms can be traced back to poor, or lack of, communication.

Read and share the HBR article with your firm leaders. It is titled, Why Are We Here? Good question.

  • "Workers feel lost. And over time, a lack of direction saps motivation; people begin backing away from the challenges required to achieve the firm’s articulated goals."
  • Sally Blount & Paul Leinwand, authors HBR

Leave a Reply