Leading with Noble Purpose

Chapter 19Claim Your Noble Purpose

What follows is the process we use for large-scale purpose implementations. If your team is smaller, the process works the same way. You simply have fewer players involved. The process is somewhat fluid. The phases go in order, but they bleed into each other, rather than standing alone. This guide may seem daunting at first. It needn't be. You can do this. Each element is spelled out in simple terms, and quite honestly, you don't have to do it all perfectly. Just stay the course and keep doing it.

In this phase, you'll identify your aspirations for your clients, what your competitive differentiators are, and what ignites emotional engagement for yourself and your team. It's crucial that you get input from senior leaders and customer-facing employees including sales, service, and delivery people. In this phase, you want to investigate the impact your products and services can have on customers. It's critical that you get beyond generic features and benefits. This phase is meant to be both inspirational and accurate.

Answer the Three Big Discovery Questions

This is a robust conversation with your team. The three discovery questions (below) require time and exploration.

If possible, it's also worth exploring these questions with your customers. We typically assign the three questions as a pre-work activity for a group session. An ideal group to ...