Author: Ivy Arias, Founder and CMO, Brand LA
We're back to Daylight (Saving) Time, and with the change come fiscal year endings, beginnings, and the inevitable examination of achievements, goals, (un)realistic expectations, strategic planning, and KPIs. Annual reports, meaningful work, tangible impact, making a difference, and all the good words a PR team can think of to demonstrate brand delivery.
One of my top-of-mind questions, though, goes beyond being on-brand — since most companies try to make that a priority: how are we doing with on-purpose efforts?
I've spent more consulting hours than my calendar can show, speaking with professionals in numerous fields of expertise across industries and regions worldwide. Over the years, I've noticed a recurring pattern that points to a common misconception regarding understanding purpose and the meaning we tend to attach to it. When looking back (or ahead), people in leadership roles often feel under pressure if they can't grasp the essence of a why.
What's the purpose of purpose?
Some people conflate an organization's purpose with the purpose of a job, and that one with self-purpose, or with one's purpose in life. Although those could overlap, the processes of purpose identification and purpose-driven actions are not mutually exclusive. It's no wonder we often succumb to work-related stress, workplace-infused disappointment, tiring searches for greener pastures, burnout, social anxiety, and in some well-documented and private cases, depression.
"Purpose has a footprint in our sense of well-being, belonging, overall mental health, and ability to be the best we can be, at whatever we choose to do, no matter who we are. Making purpose a priority can serve us in practical ways if we are intentional about being discerning."
Purpose has a footprint in our sense of well-being, belonging, overall mental health, and ability to be the best we can be, at whatever we choose to do, no matter who we are. Making purpose a priority can serve us in practical ways if we are intentional about being discerning.
Life is not linear, and our place in society is part of it. For that reason, it's often challenging to consolidate the elements that translate into our feeling of purpose. It varies from person to person, as it changes from job to job, business to business. These could create confusion when trying to understand empathy, collective purpose, and how we fit into it.
In today's business arena, particularly in Southern California's innovative, creative, and diverse ecosystem, it's essential to prioritize our understanding of one's purpose and knowledge of other people's endeavors in the context of their ultimate motivations. That makes a huge difference when fostering long-term collaborations, solid partnerships, pursuing new opportunities, and engaging with our communities in meaningful and more equitable ways.
Moreover, in a world where we often encounter polarized views, beliefs, and business goals, it's almost imperative to align the organization we're leading with those that share our sense of purpose and want to serve by creating solutions to challenges from a place of validated integrity.
Now it's not the time to use Diversity, Equity, and Inclusion as a PR tool or token — filling up boards and positions with people who look "different," just for the sake of compliance. That's a costly disservice to the professionals who merit credit where it's due, regardless of ethnicity.
These are times for self-examination, active diligence, and moral leadership. We must be intentional about representation; acknowledge people of color's expertise, abilities, and contributions, valuing diverse ecosystems and what they add to the world.
It all starts with purpose.
To seek much-needed clarity about the all-important word in question, I've put a simple exercise to the test, which keeps me in check when walking the thin line between purposes. That way, I'm able to distinguish whose or what purpose I'm fulfilling and the amount of direct and trackable contributions I can afford to offer at any given time. Most importantly, it allows me to practice self-assessment as a female, Hispanic-minority leader, especially, in the nonprofit space.
"Identify, write down, and read your “Purpose Mandate.” That includes your life's purpose, your role's purpose in your line of work, and your organization's purpose. The more you read, the more you'll find questions to which you need answers and roads that could yield solutions; the more you'll understand your place in life, society, contribution to the world, and ultimately, your legacy."
Identify, write down, and read your “Purpose Mandate.”
That includes your life's purpose, your role's purpose in your line of work, and your organization's purpose. The more you read, the more you'll find questions to which you need answers and roads that could yield solutions; the more you'll understand your place in life, society, contribution to the world, and ultimately, your legacy.
If you prioritize your purpose in life (Self)
These human beings make it a point to express themselves in creative and innovative ways. I often encounter them in our organization's ecosystem. They're generous, and their solution-oriented notions inspire action.
It's worth noting whether your purpose aligns with what you're currently doing for a living. When making business and professional decisions, it's prudent to examine this. You'll feel confident in the fact that you're supporting your choices with a sense of knowing what matters most, as opposed to just what's important (to you) right now.
If you thrive in your role's purpose (Professional)
These people have managed to find and focus on the positive aspects of their work and can attach meaning to what they do (primarily for others), no matter how hard or complex their job might be. I frequently hear from them the words, "What I do is rewarding, I love my job, and I'm happy here." These professionals are founders, small business owners, CBO leaders, educators. Others are great people with whom I don't work directly yet connect regularly. Surround yourself with those who uplift you. Their refreshing views might help you clear the foggy goggles, through which we must navigate to-do lists and unpredictable challenges.
If you're safeguarding or reshaping an organization's purpose (Business)
The pressure is on. You have (significant) added responsibilities. You're in charge of making things happen with a higher level of commitment while being a leader others can count and depend on, even if you're not a founder/owner. When you're in this lane, if your life's purpose differs from what your business stands for, you'll repeatedly struggle with reconciling time spent at work with time away from what you consider more aligned with your calling — regardless of the financial or title perks. It's worth keeping in mind that to serve an organization better, you must, first, know where you stand. Your inputs and contributions can impact sustainability efforts to foster a purpose-driven workforce.
Examine the status quo.
I've asked many executives about the purpose of their respective organizations. You might be surprised to learn how many confidently offer their organization's mission. While the statement serves as a company's equivalent (in a corporate or marketing language) to what most people could interpret as purpose, those are not the same. Not many Chiefs are curious enough to examine the difference either, until they recognize the ethical value of doing so.
"The mission addresses your company's aspirations to land a solid place in business. The purpose lets people know your company's place in the world. It’s the soul of any enterprise, however big or small."
The mission addresses your company's aspirations to land a solid place in business. The purpose lets people know your company's place in the world. It’s the soul of any enterprise, however big or small. For instance, our organization's mission is to increase Marketing literacy, effective communication, and regional collaborations to help underrepresented communities, educate, and support economic growth. Our purpose is to do good by sharing more than most are prepared to give. Knowing our purpose helps us in our humble quest to cultivate transformational ethos. It also informs one's inner trailblazer about the need to nurture mindfulness for success.
You'll operate from peace of mind when you can rely on the integrity of your purpose, as a human being and as a leader. In the bigger picture, projected outcomes are clearer when we do our best, and we can only do our best when we feel we're fulfilling a clear purpose; for ourselves, to make sense of our why, and most importantly, how to be of service to others.
There are various methods to find your purpose — books, articles, blog posts, tweets, videos, podcasts, apps, meditation, journaling, coaching, therapy sessions, or by asking your God. Once you learn how to define purpose(s), perhaps, it will be easier to make decisions about putting in a different kind of work, no matter what job is paying your bills. When you know your purpose, you find ways to make it count, leaning toward spaces and the people who share your selfless vision and ambitions. The making of every great leader I humbly admire started with purpose.
When you rely on your Purpose Mandate as your northern star, you won't lose hours of sleep, no matter how many times our calendars shift, and our clocks move forward. At the end of the day, it's about making the most of light, and sometimes, we could all do with a little bit of that.
Ivy Arias is founder & CMO of Brand LA. Inc. For more information, please visit www.brandla.org.