Most corporate boardrooms define success in financial terms before all else. They will celebrate financial growth, indeed placing huge emphasis on double digit financial growth.
In parallel, transformational themes such as equality, sustainability, people first and building a better world feature in purpose statements and visions.
The challenge comes in the yawning abyss between the two…not because the transformational themes don’t get discussed or even measured but because they aren’t truly treated as leading indicators. Only money enjoys that position when in reality the reverse should be the case.
Where causal, transformational agendas designed to serve the Common Good are in the driving seat it completely redefines the role of business in our world and the definitions and measure of success.
It takes the organisation way beyond charitable giving, volunteer days or perfunctory staff engagement surveys. It demands more than compliance-led sustainability policies. It puts the Common Good at the heart of business success and engages every molecule of business DNA in service of the higher ideal.
Does that mean money doesn’t matter? Not at all, it means money is in service of a higher ideal beyond growth to satisfy shareholders, financial Institutions or fund the remuneration of highly paid senior Executives. It places money in the context of long-term sustainability – of people, planet and profit.
Undoubtedly there are many senior execs, founders and CEOs in business today who know in their hearts that the current merry go round is not where true success lies. Many will be secretly yearning for something more. Some are finding this through new business models such as employee-owned start-ups which enable greater control of the agenda, focus and core values of the organisation.
Some may leave their organisation and seek a new, more fulfilling path.
What if it were possible to redefine success within the current corporate framework? Not easy but possible.
Indra Nooyi took up the challenge at PepsiCo with her “Performance with Purpose” initiative, focusing on sustainable growth, healthier product offerings, environmental responsibility, and community empowerment. In parallel financial performance rocketed.
Bob Chapman led the company’s transformation from traditional management practices to Truly Human Leadership® — a people-centric approach where Barry-Wehmiller team members feel valued, cared for, and an integral part of the company’s purpose.
It takes courage, vision, personal capital within the business and a new vision for how to transform the commercial, human and operational realities of the organisation as they dance to a new tune of the Common Good. As a CEO are you ready to script a new tune for your business?