Ed Manfre is a partner in the Los Angeles office of Heidrick & Struggles and a member of the company's consulting branch.
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Why do you do what you do? What’s the purpose that drives you as a leader every day?
Over the last decade, it’s become increasingly common to read about the power of purpose from every chamber in business media. Yet for all that’s been written, I often hear from the global executives and entrepreneurs I coach that crafting their own statement feels complicated and even overwhelming.
If you’re like me, having a set of simple steps to follow provides a starting point to help you level up your current statement draft. All you’ll need is an hour (initially) of reflective time and a note-taking device.
1. Understand What Purpose Is (And Isn't)
Purpose has become a loaded term, and it can be hard to tell what an effective statement should do. Cornell researcher Anthony Burrow writes: “Purpose is a forward-looking directionality, an intention to do something in the world. It’s different than a goal, which can be accomplished. Wanting to be a father is a goal because it is achievable. But to be a great father is more of an intention... it is never a completed task.” So a purpose statement elevates goals through aspiration and long-term horizons. To understand your purpose, you have to think beyond action and instead focus on general ambition.
2. Sort The Signal From The Noise
There are countless daily influences and incentives that compel us to act. But having a sense of purpose is more like a through-line that emanates from within. Oftentimes, we've been conditioned to let external motivation silence our inner voice. So ask yourself, “If I didn’t have to answer to anybody, what would drive me to do what I do?”
First, consider any recent moments of significant emotion, whether positive or negative. Common examples are frustration or disappointment, gratitude, joy or anything in between. What circumstances drove these emotions? For instance, if you were disappointed, what was the hope or expectation that went unfulfilled? If you were happy about an outcome, why did it delight you? Your emotions provide clues as to what you feel are missing.
Second, look to your network of friends and colleagues to help you. Try this simple exercise from executive coach Andrew Richards: “Send 20 emails to trusted people who can describe your ‘special sauce’ in three words.” This will be useful input for developing your own purpose statement. The world is telling you what it’s like to experience your impact.
Third, and most concretely, consider your personal energy. Where or when have you found yourself running on an endless tank? For instance, I personally thrive when speaking to large audiences or writing ideas I feel have the potential to help leaders be better. While those may not resonate for you, this realization helped me understand that my purpose is connected to creating and sharing leadership ideas that could positively impact the world.
3. Create And Iterate
As you work to create your purpose statement, the good news is don't have to worry about someone hovering over you to get it done quickly. (Unless you added "Perfect my purpose statement" to your performance objectives for the year!) However, if you don’t act, you might never experience the benefits. So get something down in writing NOW.
Start the statement with the word “to.” This will ensure word economy and make your purpose statement feel active. Second, aim for 10 words or fewer. Trust me on this. Anything longer and your brain will start to lose the thread. You can start with a longer statement, but try to chisel it into an impactful, efficient sentence. Every word counts.
Here are a few actual statements from leaders I know or coach.
• To make a difference in someone’s life every day
• To enable a world better led
• To provide my family a better future
• To help people advance in their lives
• To use my energy to positively impact the world
Make Your Purpose Work For You
Now that you’ve got a meaningful statement that fits on a Post-It, put it where you’ll see it. This will help you with recall and allow you to engage in a continuing conversation with yourself about its accuracy. As you move through life and work, take a moment to ask, “Was this a driving influence for me in that moment?” If yes, great. If not, what words better describe it?
I often advise leaders that doing small things makes big things happen. Taking the small, critical step to define your purpose can yield significant gains as you move through your life of leadership. I wish you many purposeful returns!
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