Three Dimensions of Purpose: Knowledge, Motivation, and Action

Abstract

In recent years, we have seen an increasing interest in academic research about purpose both in individuals1 and in organizations.2 Benefits of purpose have been found, for example, in areas as diverse as health, well-being, work pro- ductivity, learning, innovation, and financial performance.3 In pursuit of these and other benefits, companies invest time and effort in devising an elab- orate and well-crafted corporate purpose that articulates, for the public, their core values and main goals. However, the most challenging task is to create a purpose that really touches the hearts and minds of the employees, makes them feel proud of being part of the company, and leads to shared ambitions.4 Contemporary organizations need to create an effective purpose that is suc- cessful in eliciting the emotional commitment of the employees. This process is not about designing a statement that will be printed on organizational doc- uments, but rather one that will be imprinted in the heads—and especially the hearts—of employees. Defining and communicating such an effective purpose is not an easy task.