Purpose and Vision

In the modern world of work, more and more companies are moving away from traditional structures and mindsets, making room for so-called ‘New Ways of Working’. In this context, purpose and vision are gaining substantial importance.

Today’s employees no longer just join a company because of its good reputation. They’re seeking meaning and purpose in their work. They want to do more than just complete a task; they want to contribute to something larger. The purpose and meaning of work are becoming increasingly important to them.

The clarity about a company’s purpose and vision is a critical factor. The vision must be clearly defined, transparently communicated, and, most importantly, lived. Employees choose jobs where they can make a contribution, which means that they identify not only with the product but also with what and how they work. The vision helps an employee reflect their own contribution, and the purpose provides the employee with motivation.

It’s interesting to observe that employees often prefer meaningful work over earning more money. They’re more motivated and engaged when they feel their work makes a difference.

In this process, change management plays a critical role. It helps to bring the purpose to life once it is defined. But it also provides effective methods to define the purpose together with the employees.