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Organisational Purpose

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Submitted By bluewyvern
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Organisational Purpose: To attract and keep stakeholders, be profitable, and grow.

It’s a short description, but provides a comprehensive framework upon which full understanding of ‘Purpose’ can emerge. The description can even apply to both profit and non-profit organisations alike since to be profitable, as against making a profit, can mean to keep within budgets for the output delivered, thus avoiding loss-making.
• To attract stakeholders demands full attention to the expectations of identifiable stakeholder groups. It means representing some promise of satisfaction in the mind of the stakeholder. Coca-Cola link thirst with Coke, and Mitre-10 folks are currently linking themselves with help and DIY renovations. To convert potential customers into actual customers, it requires effective marketing of a product or service that want or will want. To attract quality employees it means being known as the preferred place of employment (not the most liked or easy-going employer). The focus is on attention to effectiveness. What do they really want or need? What is their language when they seek it?
• To keep valuable stakeholders requires the organisation to deliver high comparative quality and value on an ongoing basis to them. The focus includes attention to efficiency, quality, promptness, fairness, relationships and many others. Becoming the preferred organisation in the mind of the stakeholder will involve different goals and strategies according to the stakeholder group. What would make them go away? What will keep them here? They are two very different questions, and there are two clusters of answers to each.
• We might lose someone because they are pushed away by us, or pulled from us by someone else (One question – two types of answers).
• We might keep someone because we pull them tight or because our competitors push them back to us

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