When the purpose became clear, what did it feel like?
Seamless. A new era had kicked in! We had created a culture of celebration where we all owned a job role that contributed to the feedback we were getting from our customers; the 2 measures we all knew, understood and could directly influence.
It was fun again and everybody owned the “record weeks,” because they had not been created by the marketing campaign alone, they came from the value 1,300 had given to every single one of the customers. We were all aimed at changing a society for the better and everybody knew what we had to do to demonstrate this. Which is exactly how it should be when the efforts of everyone created a market leadership position for the very first time. We were a people business after all and with a clear purpose it gave every individual a chance to be the best they could be for the customer and not just do what they thought was needed.
Research shows that purpose driven companies increase their growth performance by 20-40% because of the success of innovation, changing strategies, keeping a clear direction and believing that everything they did was making a difference to society.
One piece of advice I would pass onto another female entrepreneur:
Over time, in the rush of everything else, we begin to talk about other things and assume that our passion for what we do, especially the spirit and energy of the leader, is enough to ensure people get the picture exactly the same as you do. Set a measure of your purpose; this measure is your greatest taskmaster and your greatest unifying power that everybody can belong to equally.
Even to this day, if things feel like hard work or that they’re “chugging” I 100% believe that somewhere down the line there is misalignment in some way. Perhaps the decisions we are making are for someone or something else other than the customer. It is this that will launch that flywheel forward, faster than you’ve ever seen it move before.