Everyone should carry out the "coffee machine test" in their own company from time to time. Ask employees or colleagues why they actually work in this company. You will probably get answers like: "It's a great place to work", "Great people work here", "We have innovative products" or even something like "I think it's great to work in a leading company in the industry".
At first you will probably be quite satisfied with the answers, maybe even proud and feel confirmed to be in the right place yourself. But is that really enough? Shouldn't a company always be driven by the idea of serving the greater good, preferably making the world a better place for everyone - a Purpose?
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When the purpose of the company is lost
You're probably familiar with this: you read another story about a successful start-up in which a group of highly motivated people have joined forces to pursue the goal of changing the world with their product or service. Then you feel the difference again between the sensible reasons that keep you where you are and the unconditional will to change something with what you do, to create something new or to really break new ground.
Very few employees today are driven by a real "purpose". Not because they have no interest in it, but because in many companies this purpose has fallen victim to shareholder value, predetermined growth targets or the routine of the large organization over the years.
Bringing back the start-up mentality
In start-ups, on the other hand, everyone pulls together. The company goal is clear to each individual and everyone knows what contribution they can and want to make to the success of the company. Discussions take place openly and across hierarchies, the exchange is fast, ideas flow and decisions are made quickly and efficiently.
In short: start-ups not only know what they do and how they do it, but they also know why they do it. In other words, they know the purpose of their company, whereas employees of established companies usually answer the question of why with economic targets.
Of course, every company was once a start-up and had a leader or founding team who stood up for the very purpose for which the company was founded and which was driven with all their might. But it is highly likely that this overarching corporate purpose has been lost over the years or at least is no longer actively lived and communicated.
There is a danger that passion will be exchanged for management skills. Instead of genuine leaders, managers who are undoubtedly highly qualified and fully committed to the interests of the company are steering the company's fortunes. But they are often unable to communicate to their employees why the company does what it does, let alone convey the feeling that they can make the world a better place with their own actions. The problem we have long been aware of is that the paycheck doesn't have nearly the same motivational power as working together towards a big goal. Therein lies the difference between job and task, between goals and purpose, between individual profit maximization and a contribution to the pressing goals of our time such as environmental protection, sustainability and social justice.
Today, companies and brands are rightly expected - especially by young employees - to firmly anchor the major issues of our time in their values and to make a positive contribution to the development of society in addition to striving for profit.
Purpose as a growth driver and talent magnet
It is worthwhile for companies and brands to examine their own values and goals. On the one hand, a clearly defined purpose significantly increases attractiveness on the job market - especially for millennials: in studies by Bentley University, 84% of respondents state that "making a difference" is more important than "personal recognition" in their job. 70% name "giving back" as the highest priority for their actions and 94% ask themselves "what is my best use of my heart and mind". On the other hand, a clearly defined and communicated purpose can have a positive impact on the company's success. According to Roland Berger, 85% of companies with a purpose achieve above-average growth. After all, nothing sustains a company more than a higher corporate purpose that shows the big picture and gives an organization the strength, unity and radiance of a start-up! Hopefully it will even lead to the answer "Because I can make a contribution to a better world in this very company!" being given as a matter of course in the next coffee machine test.
