#Culture 4: Developing Mission Driven Leaders and Companies

WEBVTT 1 00:00:04.960 --> 00:00:09.150 Welcome back to BTB growth. I'm Bliek. Those are the founder of Cothrive, 2 00:00:09.470 --> 00:00:14.269 where we help leaders in companies thrive powered by their why? I'm the 3 00:00:14.349 --> 00:00:19.190 host of the culture series on BDB growth. In today we were talking about 4 00:00:19.230 --> 00:00:24.339 the two reasons why your organization should be mission driven and how you can develop 5 00:00:24.820 --> 00:00:29.660 mission driven leaders. Let's get into it. Every company has a mission statement. 6 00:00:30.300 --> 00:00:33.259 Lots of times it feels like it's a box to check. We have 7 00:00:33.340 --> 00:00:37.289 a mission statement because we're supposed to have one or an organization. That's what 8 00:00:37.369 --> 00:00:41.810 organizations have mission statements, right or better. We actually enjoy the idea of 9 00:00:41.850 --> 00:00:45.170 creating a mission and felt good when we did it. But if we're being 10 00:00:45.250 --> 00:00:50.039 honest, it's really not that unique, not that interesting. Most organization doesn't 11 00:00:50.039 --> 00:00:54.679 really know what it is. It's definitely not driving behavior and it's okay. 12 00:00:54.880 --> 00:00:59.640 Honestly. I think most companies are in a position like this. Every business 13 00:00:59.679 --> 00:01:03.359 is in business to make money. If they don't, they are not going 14 00:01:03.399 --> 00:01:07.430 to last long, right. But a mission driven company and mission driven leaders 15 00:01:07.549 --> 00:01:12.230 unite their people around the cause that's so much bigger than money or typical business 16 00:01:12.269 --> 00:01:17.230 results, sales goals, customer service goals, these are all great things and 17 00:01:17.349 --> 00:01:21.180 companies should set a be hag they carry out. They just go a big 18 00:01:21.260 --> 00:01:25.540 fan of that. That serves as a rallying cry for the organization. But 19 00:01:25.739 --> 00:01:30.620 more important and preceding this, company should create and leaders must bring to life 20 00:01:32.219 --> 00:01:37.730 a higher purpose mission. What's Your Company's higher purpose for existing? Does your 21 00:01:37.769 --> 00:01:42.609 organization know it? Can they articulated? Does it drive them? Can Your 22 00:01:42.650 --> 00:01:46.890 customers feel it? If you're struggling with those questions, this is where leaders 23 00:01:46.930 --> 00:01:49.799 step up, even if you don't feel like you're the one who owns the 24 00:01:49.840 --> 00:01:53.359 mission for your company. Step Up. Your Company needs you, your people 25 00:01:53.519 --> 00:01:57.480 need you. They need purpose, and it's really two huge benefits to creating 26 00:01:57.480 --> 00:02:04.150 a truly compelling mission that's brought to life by mission driven leaders. And there's 27 00:02:04.150 --> 00:02:08.550 there's two benefits of this. One it motivates your team and to it resonates 28 00:02:08.629 --> 00:02:13.990 with your customers and actually differentiates you in the marketplace. So one motivate in 29 00:02:13.990 --> 00:02:16.979 your team fires them up about the job that they do. Who wants to 30 00:02:17.020 --> 00:02:21.979 work for a company that doesn't do something cool, that doesn't have a higher 31 00:02:21.979 --> 00:02:25.460 purpose for existing outside of making the owner's money? Who doesn't want to work 32 00:02:25.500 --> 00:02:29.699 for a company that does good in the world. Who doesn't want to wake 33 00:02:29.740 --> 00:02:31.810 up in the morning knowing that they're getting to be a part of something bigger 34 00:02:31.849 --> 00:02:38.490 than themselves, creating good in the world? Study show that employees and purpose 35 00:02:38.530 --> 00:02:43.569 driven companies are much more engaged. Seventy three percent of employees who say their 36 00:02:43.569 --> 00:02:46.680 company is purpose driven are engaged at work, versus only twenty three percent of 37 00:02:46.759 --> 00:02:51.879 employees engaged where the employee does not feel like the company's purpose driven. Massive 38 00:02:51.919 --> 00:02:55.840 differential and that shouldn't surprise us, but it's pretty compelling. So the second 39 00:02:55.879 --> 00:02:59.509 reasons so first, it motivate your team, fires enough about the job that 40 00:02:59.550 --> 00:03:02.909 they do. Second, it resonates with your customers and differentiates you in the 41 00:03:02.949 --> 00:03:07.990 market place. You've nailed it with your company's mission when it's so compelling that 42 00:03:08.229 --> 00:03:13.740 customers and perspective customers can feel it. They may not be able to quote 43 00:03:13.740 --> 00:03:16.500 it as a reason their website, but they feel it. They know there's 44 00:03:16.500 --> 00:03:20.740 something different about your company, the way you do business. You're not just 45 00:03:20.939 --> 00:03:23.379 in it for the money. There's something bigger at work. So how do 46 00:03:23.460 --> 00:03:27.020 we do this? I'M gonna give you too example. The company that had 47 00:03:27.020 --> 00:03:30.009 the pleasure of working with to create compelling missions. One of the fourtcen two 48 00:03:30.050 --> 00:03:35.729 hundred and fifty employ benefits company. Their prior mission statement was standard for what 49 00:03:35.810 --> 00:03:38.770 you'd expect for an insurance company, something around being a safety net for people 50 00:03:38.969 --> 00:03:44.240 when the worst happens. And that's great. But as we ask the organization, 51 00:03:44.759 --> 00:03:47.599 why do we really do what we do? What's the real higher purpose 52 00:03:49.199 --> 00:03:53.520 are, they're more wise to answer behind the obvious why. That's where the 53 00:03:53.680 --> 00:03:57.550 gold happens. We realize that we're not just there for when the worst happens. 54 00:03:57.629 --> 00:04:00.310 Great things happened to that we get to be a part of, like 55 00:04:00.509 --> 00:04:03.509 baby's entering the world. This company helped step alongside people when babies came in 56 00:04:03.550 --> 00:04:05.750 the world. That's a good thing, I'm just a terrible thing. Plus 57 00:04:06.150 --> 00:04:10.979 the bathroomorty of people never have to use their insurance. Thankfully it's a good 58 00:04:11.020 --> 00:04:15.819 thing, and for them the company was there for peace of mind. So 59 00:04:15.979 --> 00:04:18.779 we ended up with something like this. We're the support you need on your 60 00:04:18.860 --> 00:04:24.930 best, worst and most ordinary days so that you can focus on what you 61 00:04:25.129 --> 00:04:29.769 love. Isn't that awesome? And play benefits company that steps in to fill 62 00:04:29.850 --> 00:04:33.290 the gaps when called upon and gets to give its customers piece of mind so 63 00:04:33.410 --> 00:04:38.879 they can focus on what they love. That's awesome. The employees in this 64 00:04:39.000 --> 00:04:43.839 company felt the transition. It felt the change in mission and the market place 65 00:04:43.920 --> 00:04:46.879 felt it as we brought it to life. The way our leaders spoke about 66 00:04:46.879 --> 00:04:48.519 the families that we serve, the way we care for them, it really 67 00:04:48.560 --> 00:04:53.230 made all the difference. Second example, medium sized company in the vacation rental 68 00:04:53.230 --> 00:04:57.029 space. Their prior mission was to make a positive impact on everyone. They 69 00:04:57.069 --> 00:05:00.430 met really good right, but it wasn't unique. It was not compelling. 70 00:05:01.269 --> 00:05:04.509 When we asked team members, why do you think we exist? What's the 71 00:05:04.550 --> 00:05:10.740 higher purpose that we serve? Most responded with something along the lines it's to 72 00:05:10.819 --> 00:05:15.379 give people great accommodations on their vacation. True, yes, but why? 73 00:05:15.939 --> 00:05:19.100 We kept asking why, and it's we got answers like it's to give them 74 00:05:19.139 --> 00:05:24.250 the best possible vacation experience with their heart earned money. We get closer and 75 00:05:24.410 --> 00:05:29.009 then we finally hit it. It was a family business that brings families together 76 00:05:29.569 --> 00:05:33.250 to create memories they'll never forget. This company's higher purpose is to help families 77 00:05:33.290 --> 00:05:38.480 grow closer together. We weren't just another place to stay like hotels. They 78 00:05:38.560 --> 00:05:43.000 got to provide families with homes where they can cook meals together, gather around 79 00:05:43.000 --> 00:05:46.399 the big dining room table, relaxed by the pool, and ultimately grow closer 80 00:05:46.439 --> 00:05:53.110 together by making meaningful memories that they never forget. We change the way that 81 00:05:53.230 --> 00:05:57.670 the company spoke of guests. Everything was about families. Instead, are marketing 82 00:05:57.709 --> 00:06:00.310 highlighted how many families the company at hosts since one thousand nine hundred and ninety 83 00:06:00.310 --> 00:06:03.620 three. This company is now working on a family time box that's going to 84 00:06:03.699 --> 00:06:08.939 go into the homes with conversation starters and activities meant to facilitate special memories. 85 00:06:09.579 --> 00:06:14.060 The leaderships set the tone here and continues to reinforce the higher purpose for the 86 00:06:14.100 --> 00:06:17.019 business they're in. And people are more fired up about their jobs, from 87 00:06:17.019 --> 00:06:21.370 the front desk to reservations to maintenance, knowing the role that they all play 88 00:06:21.449 --> 00:06:27.449 and helping families go closer together and make lifelong memories. So how, then, 89 00:06:27.529 --> 00:06:31.649 do you develop mission driven leaders? First step, your company has to 90 00:06:31.769 --> 00:06:35.920 define a compelling mission, just like we discussed. It is a prerequisite if 91 00:06:36.000 --> 00:06:41.160 you need help getting this right, getting clarity and galvanizing your leadership team, 92 00:06:41.480 --> 00:06:44.639 and best in getting that help. It is worth it and it's going to 93 00:06:44.680 --> 00:06:46.790 be some of the highest eternal investment you can get. The research is very 94 00:06:46.870 --> 00:06:53.550 clear. It builds trust in your organization, it increases engagement your talents connection 95 00:06:53.629 --> 00:06:58.069 and commitment to you as the employer and their work. It attracts great talent 96 00:06:58.389 --> 00:07:00.740 and it set your company a part in the market place. So the first 97 00:07:00.779 --> 00:07:05.060 key to developing mission driven leaders is to make sure your company has a compelling 98 00:07:05.180 --> 00:07:12.420 mission. The second key help your leaders align their personal values and purpose with 99 00:07:12.620 --> 00:07:16.089 your company's values and purpose. This is huge. You want to connect those 100 00:07:16.129 --> 00:07:19.529 dots. If you've hired right and have the right culture fits on your team, 101 00:07:19.850 --> 00:07:26.009 you're going to have alignment between your talents personal mission and your companies in 102 00:07:26.209 --> 00:07:30.079 their leadership and personal growth plans. Help your leaders articulate, first find and 103 00:07:30.160 --> 00:07:34.319 then articulate their personal mission and values. When you connect those dots with your 104 00:07:34.399 --> 00:07:40.519 companies mission and values and your talent recognizes the alignment, it's magical. It's 105 00:07:40.600 --> 00:07:45.069 the key to your leaders being driven by their purpose and seeing how their work 106 00:07:45.509 --> 00:07:49.589 connects to their purpose, all leading to higher fulfillment and ultimately higher productivity. 107 00:07:50.430 --> 00:07:56.509 The next key to developing mission driven leaders communicate. Communicate, communicate and then 108 00:07:56.550 --> 00:08:01.740 communicate again. You can never reinforce your company's purpose in the importance of being 109 00:08:01.899 --> 00:08:05.939 mission driven enough. I'm going to borrow from Patrick. When's the only here. 110 00:08:05.100 --> 00:08:09.300 If your people can't do a legit impression of you, you're not communicating 111 00:08:09.339 --> 00:08:13.290 enough. Don't be like the husband who tells his wife that he loves her 112 00:08:13.370 --> 00:08:16.329 on the wedding day and he's gonna let her know if anything changes. We 113 00:08:16.529 --> 00:08:22.610 have to constantly reinforce and communicate what's important, and our higher purpose is very 114 00:08:22.689 --> 00:08:28.879 important. The next key is to help your leaders recognize the ego driven to 115 00:08:30.079 --> 00:08:33.639 mission driven spectrum. Have you ever worked with a leader who is driven by 116 00:08:33.720 --> 00:08:37.759 EGO? Pretty Awesome, right, great experience. The truth is, though, 117 00:08:37.799 --> 00:08:41.360 we're all driven by EGO to some degree. We tend to associate ego 118 00:08:41.669 --> 00:08:46.149 only with pride, but being ego driven is really just caring too much about 119 00:08:46.149 --> 00:08:50.750 how you look and letting that drive your action or your inaction. Really, 120 00:08:50.990 --> 00:08:56.019 it can definitely be pride motivated, but it's also just as much whenever we 121 00:08:56.379 --> 00:09:01.500 act or fail to act out of insecurity, because we want to come across 122 00:09:01.500 --> 00:09:05.179 as perfect or we just don't feel like putting ourselves out there. So here's 123 00:09:05.179 --> 00:09:09.649 the shift. I'm convinced that moving from ego driven to mission driven is the 124 00:09:09.769 --> 00:09:13.490 most important shift a leader can make. I know for me, when I'm 125 00:09:13.529 --> 00:09:18.129 driven by higher purpose mission, I care more about that than how I look. 126 00:09:18.730 --> 00:09:22.570 The mission roots out pride because I'm humbled by the higher purpose and the 127 00:09:22.610 --> 00:09:28.240 role I get to play, and it conquers the insecurities because it compels action. 128 00:09:28.879 --> 00:09:33.279 When we get it right, it's not about what feels comfortable or how 129 00:09:33.360 --> 00:09:37.480 we look. It's about using our gifts and talents to advance the mission, 130 00:09:37.840 --> 00:09:41.950 which is so much more important, and we become more effective in our work 131 00:09:41.990 --> 00:09:46.830 when we do so. So, as people leaders, help your leaders recognize 132 00:09:46.909 --> 00:09:50.990 that spectrum, ego driven the mission driven, and help them make that shift. 133 00:09:50.750 --> 00:09:54.100 So here the key things I hope you take away from this episode. 134 00:09:54.100 --> 00:09:58.059 If you don't have a compelling mission, stop what you're doing make it happen. 135 00:09:58.419 --> 00:10:01.539 You're missing out on getting the best out of the talent around you and 136 00:10:01.820 --> 00:10:07.570 differentiating your company in the market place. There's really no greater driver to company 137 00:10:07.570 --> 00:10:13.210 culture and engage it then being mission driven. And then, finally, help 138 00:10:13.370 --> 00:10:18.289 your leaders make that shift from ego driven to mission driven. It's going to 139 00:10:18.370 --> 00:10:22.759 unlock so much value for your organization and will help your leaders grow and be 140 00:10:22.000 --> 00:10:30.519 more fulfilled. Until next time. Is Your Company winning the talent battle? 141 00:10:30.519 --> 00:10:35.600 Are Your high potential leaders as engaged and effective as they could be? COTHRIVE 142 00:10:35.710 --> 00:10:39.669 helps companies like your words develop effective, mission driven leaders who are actually connected 143 00:10:39.789 --> 00:10:46.230 and committed to your company by using collective leadership development through innovative mastermind growth groups. 144 00:10:46.710 --> 00:10:50.659 Discover the growth group advantage and request a live growth group Demo for your 145 00:10:50.700 --> 00:10:56.220 leadership team by visiting Cothrive DOTCOM. That's Cothrive with a why not? I 146 00:10:56.779 --> 00:11:03.649 DOT CO is the decision maker for your product or service, a bdb marketer. 147 00:11:05.129 --> 00:11:09.529 Are you looking to reach those buyers through the medium of podcasting? Consider 148 00:11:09.690 --> 00:11:13.730 becoming a cohost of BB growth. This show is consistently ranked as a top 149 00:11:13.809 --> 00:11:18.000 one hundred podcast in the marketing category of Apple Podcasts, and the show gets 150 00:11:18.000 --> 00:11:24.000 more than a hundred and thirtyzero downloads each month. We've already done the work 151 00:11:24.080 --> 00:11:28.559 of building the audience, so you can focus on delivering incredible content to our 152 00:11:28.639 --> 00:11:31.870 listeners. If you're interested in email logan at sweetfish Mediacom.