This document outlines five dimensions for achieving business purpose and engagement: 1) Create selfless plays, 2) Stay true to your core, 3) Get to the point, 4) Be clear, and 5) Keep people moving forward. It discusses each dimension and provides examples of how companies like Amazon, Zappos, Mastercard and Visa embody these dimensions. The document concludes by emphasizing the importance of regularly reflecting on and recasting an organization's purpose and culture to maintain employee alignment and engagement.

1. How to:
Achieve Business
PURPOSE
March 23, 2013
©2013 e McGlown Group

2. Agenda
• Purpose-driven Engagement
• No. 1 Create selfless plays.
• No. 2 Stay true to your core.
• No. 3 Get to the point.
• No. 4 Be clear.
• No. 5 Keep people moving forward.
• Reflect & Recast
March 23, 2013©2013 The McGlown Group
CommunicationDimensions
p.2

3. Purpose-driven Engagement

4. March 23, 2013
Businesses are built FOR,
and BY, people.
©2013 The McGlown Group p.4

5. Engaged employees are the
main source of intangible assets.
March 23, 2013©2013 The McGlown Group
Source: Ocean Tomo
100%
0%
17%
32%
68%
80% 80%
1975 1985 1995 2005 2010
Components of S&P 500 Market Value
Tangible Assets
Intangible Assets
p.5

6. March 23, 2013
Engagement
creates a healthy business
Employee Retention
Profit
Customer Engagement
Sales
Source: Gallup, “Q12 Meta-Analysis: The Relationship Between Engagement at Work and Organizational Outcomes”, 2009
©2013 The McGlown Group p.6

7. Why Purpose
is needed to Engage

8. Connect emotionally in ways
that are easy to process
March 23, 2013
Disengaged
Engaged
©2013 The McGlown Group p.8

9. March 23, 2013
People FIRST.
Employees and
Customers are…
SECOND.
Professionals and
Consumers
©2013 The McGlown Group p.9

10. Engage Employees Locally
March 23, 2013
©2013 The McGlown Group p.10

11. Align purpose across functions
March 23, 2013
Distill Business Intent Deliver in Unison
Business
Purpose
©2013 The McGlown Group p.11

12. March 23, 2013
Only
43% of customer-facing workers
“know what my company stands for and what
makes us different from our competitors.”
1 How clear is your
business purpose?
2 How well-known is it
within your workgroup?
©2013 The McGlown Group p.12

13. Purpose is refreshing!
March 23, 2013
or
©2013 The McGlown Group p.13

14. Dimension No.1
Create selfless plays

15. Amazon
Experience:
Follow our
procedure.
©2013 The McGlown Group

16. Amazon
Experience:
Follow our
procedure.
PAGE 2
©2013 The McGlown Group

17. ©2013 The McGlown Group
Zappos
Experience:
Whatever is
convenient for
you.

18. March 23, 2013
Get people to
RUN PLAYS…
©2013 The McGlown Group p.18

19. March 23, 2013
…and FEEL good
about it.
©2013 The McGlown Group p.19

20. Dimension No. 1:
Create selfless plays
March 23, 2013 p.20©2013 The McGlown Group
Enables employees to:
Understand what WE
want to achieve.

21. Dimension No. 2
Stay true to your core

22. When/why we need
them – not clear.
March 23, 2013©2013 The McGlown Group p.22

23. We know what they
do – very clear.
March 23, 2013©2013 The McGlown Group p.23

24. Avoid
spreading
yourself
THIN.
March 23, 2013 p.24

25. Avoid
COMMODITIZING
self worth.
March 23, 2013©2013 The McGlown Group p.25

26. Dimension No. 2:
Stay true to your core
March 23, 2013 p.26©2013 The McGlown Group

27. Dimension No. 3
Get to the point

28. March 23, 2013
Mastercard vs. Visa:
Which is easier?
Rotating Carousel
©2013 The McGlown Group p.28

29. Visa v. Mastercard Example
Mastercard vs. Visa:
Which is easier?
March
23,
©2013 The McGlown Group p.29

30. act
How people process change
March 23, 2013
Embrace
change.
1 Determine if the information is RELEVANT.
2 CONTRAST with what I already know.
3 DISMISS prior knowledge.
explore
explore
dismiss
dismiss
dismiss
©2013 The McGlown Group p.30

31. March 23, 2013
Distill
YOUR ASK
©2013 The McGlown Group p.31

32. Consider:
1 What are you asking people to do?
2 Why do you want to make this happen?
3 What is needed to make this happen?
March 23, 2013©2013 The McGlown Group p.32

33. Dimension No. 3:
Get to the point
March 23, 2013 p.33©2013 The McGlown Group
Enables employees to:
See and connect
with the outcome.

34. Dimension No. 4
Be clear

35. …
March 23, 2013
Relevant
PURPOSE
©2013 The McGlown Group p.35

36. Generic…
March 23, 2013
Help people and businesses
throughout the world realize
their full potential.
©2013 The McGlown Group p.36

37. Specific…
March 23, 2013
Organize the worlds information
and make it universally accessible
and useful.
©2013 The McGlown Group p.37

38. March 23, 2013 p.38©2013 The McGlown Group
Enables employees to:
More easily align
with each other.
Dimension No. 4:
Be clear

39. Dimension No. 5
Keep people moving forward

40. Lead the Team…
March 23, 2013
PROCESS
…by defining
OUTCOMES
©2013 The McGlown Group p.40

41. Communicate in Real-time
March 23, 2013©2013 The McGlown Group p.41

42. March 23, 2013 p.42©2013 The McGlown Group
Ensure everyone is
clear on the role they
are supporting.
Dimension No. 5:
Get to the point

43. Reflect and Recast
Purpose (What) and Culture (How)

44. 1 Explore communication
dimensions of engagement
March 23, 2013
Create
selfless
plays
1
Stay true
to your
core
2
3
Be
clear
4
Move
forward
5
Get to
the point
©2013 The McGlown Group p.44

45. 2 Keep the playbook fresh
1 Do employees believe WE are headed in the right direction?
2 Are individual roles CLEAR?
3 Do employees “GET” how they make the purpose real?
March 23, 2013©2013 The McGlown Group p.45

46. 3 Keep everyone aligned
March 23, 2013
Specific
Outcomes
Team Roles
Organization’s
Purpose
Your
Purpose
©2013 The McGlown Group p.46

47. March 23, 2013
Go get it!

48. Thank You
The McGlown Group
info@themcglowngroup.com
{317} 800 8319