I begin this article with a question: have you ever stopped to think about what your purpose is? I have asked myself this same question throughout my personal and professional journey, and I have come to understand that purpose is intrinsically connected to my work, my lifestyle, the relationships I build, and even my decision-making. It is no wonder that purpose, which is not just a mere word, broadens my field of learning due to the meaning, baggage, and importance it carries. I even become a better leader.
As it emphasizes the concept of ‘lifelong learning’ [formação contínua, em tradução livre]learning has no expiration date, it extends beyond the classroom. The purpose follows the same dynamic, it is built every day and filled with values, many of them non-negotiable. I see it very much as a legacy, which we can root in the world and in people; it is also a form of self-knowledge.
According to the Intangible Asset Market Value Study (IAMVS) report, the value of a company today is made up of only 17% tangible assets, such as products and equity. Meanwhile, intangible assets (brand, quality processes, purpose, raised flags, customer relationships) represent 84% of a business.
In other words, consumers know what touches them, how they feel represented, and understand whether or not a company’s purpose is connected to their projections and values. Of course, a lot of discussion and decentralization of narratives were needed for this to happen. The “if I don’t see myself, I don’t buy” movement is a great example of this, which started from very important concerns.
This idea was also announced at Cannes, the world’s largest creativity festival. The talk by presenter and writer Jay Shetty revealed an interesting fact from Cone/Porter Novelli on the subject: 66% of people are willing to exchange a product they already buy for another from a company with a purpose.
The fact is that purpose, when we talk about companies and campaigns, has become an essential element for building a genuine and lasting connection between brands and consumers. It has ceased to be a differentiator and has become a basic premise of business, especially in contemporary times, when the themes of representation, diversity, inclusion and sustainability have gained the prominence they deserve.
Today, I am on an intense journey of intertwining my personal purpose with my professional purpose, because I see that, in many moments, they are inseparable. And I defend: the value of purpose in a person’s life cannot be underestimated, since it is a particle of our identity, giving us subsidies to understand our place in the world, what we want to achieve and who we want to impact.
Some say that purpose is something greater than ourselves, something that points to our vocation, with which we must work to shape a better world. Purpose and happiness go hand in hand, and this is the message we must carry in our luggage every day. As a leader, it is my duty to be hopeful in this sense and encourage those under my umbrella to be the protagonists of their purposes, whether in business or in life.
*Photo layer: Freepik
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