【中文版在后面】
Purpose pays. Not just financially, also in other ways. This is why it is so important to be aware of the Return on Investment (ROI) of having a strong purpose.
There's a lot of talk about purpose. Sometimes from an ethical point of view (“you ought to have it because it's the right thing to do”), sometimes from a competitive point of view (“you need it to stand out from the rest”), and sometimes from a bandwagon point of view (“everyone is talking about it, so you must have one as well”).
But, the real reason to talk about purpose is that purpose pays. And if you do it for real, it can pay off big time. These are the seven types of ROI you can expect.
ROI Type 1:
Employee Engagement
Purpose motivates and inspires employees at all levels to use their skills and experience in the best possible way.
ROI Type 2:
Brand Equity
Purpose attracts new customers and keeps existing customers interested in your company, products and services, and brand.
ROI Type 3:
Investor Attractiveness
Long-term investors already see what short-term investors don't: that a purpose-driven company is worth more than those without purpose.
ROI Type 4:
Innovation Outcomes
Setting a strong purpose produces a creative tension between what is and what should be. This stimulates innovation.
ROI Type 5:
Peace of Mind
People know what's the right thing to do. Acting in sync with those intuitions is deeply rewarding and creates peace of mind.
ROI Type 6:
Improved Ecosystem
Purpose-driven organizations improve the world around them. A healthy ecosystem fosters a healthy organization.
ROI Type 7:
Financial Rewards
Due to all of the above, purpose-driven companies can also outperform others financially, especially in the long run.
So, don't focus on purpose because you ought to or because it is in fashion. Do it because it is good for your organization, for you, for your people, for investors, and for every other stakeholder involved.
【中文版】
目的有回报。不仅在财务上，而且在其他方面。这就是为什么意识到拥有强大目标的投资回报率（ROI）如此重要的原因。
有很多关于目的的讨论。有时从道德角度（“你应该拥有它，因为这是正确的事情”），有时从竞争的角度来看（“你需要它才能从其他人中脱颖而出”），有时从潮流的角度来看（“每个人都在谈论它，所以你也必须有一个”）。
但是，谈论目的的真正原因是目的有回报。如果你真的这样做，它可以得到很大的回报。这些是您可以期待的七种类型的投资回报率。
投资回报类型 1：
员工敬业度
目标激励和激励各级员工以最佳方式使用他们的技能和经验。
投资回报率类型 2：
品牌资产
目的吸引新客户，并保持现有客户对您的公司，产品和服务以及品牌的兴趣。
投资回报率类型3：
投资者吸引力
长期投资者已经看到了短期投资者没有看到的东西：一家以目标为导向的公司比那些没有目标的公司更有价值。
投资回报率类型4：
创新成果
设定一个强烈的目标会在现在和应该是什么之间产生创造性的张力。这刺激了创新。
投资回报率类型5：
安心
人们知道什么是正确的做法。与这些直觉同步行动是非常有益的，并创造了内心的平静。
投资回报类型 6：
改进的生态系统
以目标为导向的组织可以改善他们周围的世界。健康的生态系统可以培养健康的组织。
投资回报率类型7：
财务奖励
由于上述所有因素，目标驱动型公司也可以在财务上优于其他公司，尤其是从长远来看。
所以，不要因为你应该这样做或因为它很流行而专注于目的。这样做是因为这对你的组织、你、你的员工、投资者以及所有其他利益相关者都有好处。
