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Reimagine the Purpose of Your Business

Much has been written about your business’ why, your purpose, your mission. All of those can be a very narrow viewpoint. You can have a much greater vision.


There’s been so much talk in business about your why, your purpose, your mission. All of those are great in clarifying what you want out of your work, your business, but it can be a very narrow viewpoint when it is only about what your business will do for you.


You can have a much greater vision.


You can and do affect others. How do you want that effect to land? Do you want to do good? You can, with your business.


That’s what impact is all about, having a vision not just for yourself, but also for others, for what you can contribute to making the world a better place. impact is the harmonious blend of your personal interests and your contributions to others that increases your financial performance right along with your influence.


To reimagine the purpose of your business, consider what impact you want to have with your business. Look at that impact from a high level. Condense it into a single statement so that it can serve as a beacon for your business. Here’s an example:


Left Coast Naturals is a B-corp that manufactures and distributes organic and natural foods. They operate with a triple bottom line philosophy (people, planet, and profit) and see an opportunity to have a positive impact on society with business. Their vision statement, in this case aligned with their Impact Purpose, is: “To be an inspiration to society and a force for positive change.” So even though their products are foods, and their tasks are manufacturing and distribution, their Impact Purpose is on a higher, broader, and deeper level.


For you, this can be a process of multiple iterations, so be prepared to do this work over several days or even weeks.


Once you have your Impact Purpose statement, you can start to infuse your impact throughout your company, from strategy all the way through your marketing and operations. That infusion is critical to implementing a high-minded vision in day-to-day decisions and actions. 


Even if you’ve done the visioning and mission statements for your company, reimagine them in the context of impact. How do you want to contribute as a company?


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