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  A company without purpose will find itself lost in the crowded marketplace. This is why founders and business owners must constantly redefine their purpose so that it can inform their strategies, mode of operations, and how they relate with their customers and stakeholders. Furthermore, when there is a sense of purpose, the world audience is attracted to your brand. Hence, brands must always showcase and display their purpose at every given opportunity. They must be guided and controlled by their purpose.  
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The leading brands in the world today are operating their businesses beyond making a profit. They are contributors to the general well-being of the world. For example, we have seen companies join individuals, government organizations, and NGOs in combating world problems like cybercrime, world hunger, global insecurity, poverty, and so on. By involving in a larger-than-life purpose, brands can increase their customer base. With a clear sense of purpose, you can define your mission and vision. This article examines a few questions you must ask yourself to build a purposeful company. 

Question #1: What Is The Purpose Of Our Company?

This question is all about founding your why. It is about understanding why the company was founded in the first place. This is where founders craft the timeless aspect of their origin stories. This question helps you define your brand’s relevance in the future. Also, this question helps you understand the core values of your company and as well define what your brand stands for. This question helps you to shape and redefine the direction of your company.

Question #2: What Makes Us Different?

This question is all about what makes you stand out from others in the marketplace. Aside from that, it helps you to access new opportunities that are not available to the market, hence, providing you with a unique value proposition.
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This question helps you to answer a series of defining questions like how to make a difference, who to partner and synergize with to boost impact, the emotional aspect you want your audience to understand about your company, etc. It will help look towards various brand stories such as a company that wants to be associated with innovation, satisfaction, novelty, integrity, etc. finally, this question provides the answer to questions like “What should our brand be known for in five, ten, twenty years?”

Question #3:  What Problem Are We Solving?

Being in business is all about solving a specific world problem or addressing a prevalent issue. When you are providing solutions to a specific problem, which is prevalent among a great number of people, it can help shape your company’s sense of purpose.
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Therefore, you must answer the questions: What specific solution is our company provide to a specific problem? What significant problems does it solve–and are they true to our company? How can we more effectively and entirely make it our life purpose each day as a company? 

Question #4: How Best Can We Engage Clients & Stakeholders?

How you engage your customers, supply chain and stakeholders as a company can help you find your purpose and stay through with it. How you choose to treat customers, stakeholders, and the supply chain will determine if you are building an inclusive company culture. Therefore, this fourth question helps you as a company to inspire all departments, brands, LOBs, and regions, co-owned and co-created by everyone internally and used as a benchmark for all decisions and actions. Also, it will help you answer the question of how to create a sense of collaboration across the board. Moreover, it will help you determine if there is a sense of collective decision felt by all. In addition, it will help study if there is a section of the company that is underutilized, alienated, or overlooked. This question can help you in creating a central platform that brings all quarters together with a singular sense of purpose. Featured Image Source: Freepik
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This article was first published on 4th August 2022


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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