The Power of Purpose in Business | Ashley M. Grice | TED

Summary

In this inspiring talk, the speaker recounts a personal experience with Delta Airlines that exemplifies the power of a well-embedded company purpose. Despite a rushed flight, a flight attendant's thoughtful gesture of providing almonds and a heartfelt note reflects the airline's ethos and its impact on employees. The speaker, who helped define Delta's purpose years prior, emphasizes the importance of authenticity, internal excavation, and organizational-wide application of purpose to create a lasting cultural norm that drives value and engagement.

Takeaways

• 🛫 The speaker recounts a personal experience on a Delta Airlines flight where a flight attendant's kindness left a lasting impression.
• 🙂 The flight attendant's action of providing almonds to the speaker symbolizes the embodiment of Delta's purpose in action.
• 📝 The note from the flight attendant highlights the importance of recognizing and appreciating loyal customers, reflecting Delta's ethos.
• 🔍 The speaker's professional role involves helping companies define and execute their purpose, which was also the case with Delta Airlines in 2003.
• 🌟 The concept of 'purpose' is distinguished from 'mission' and 'vision', emphasizing its role as the 'why' behind an organization's actions.
• 🕰 The speaker mentions that purpose is timeless and should be rooted in the company's ethos, unlike mission and vision which can change over time.
• 📈 Data suggests that a well-embedded purpose can lead to increased shareholder returns, employee engagement, retention, and productivity.
• 🔑 Authenticity is key to purpose; it must be genuine, distinctive, and consistent with the company's values and aspirations.
• 🛠 Purpose should be uncomfortable, as it challenges the status quo and introduces tension between idealism and realism within an organization.
• 👥 Purpose must be applicable and relevant at all levels of an organization, from the C-suite to front-line employees, to be truly effective.
• 📚 The story of JFK and the NASA janitor illustrates the power of purpose when it is understood and internalized by every member of an organization.

Q & A

What is the main anecdote described in the transcript?

The main anecdote describes the speaker's interaction with a Delta flight attendant named Sarah, who, upon learning that the speaker was cutting it close for a speech and had no time for lunch, packed a bag filled with packets of almonds and a note for the speaker.

How does the speaker relate the anecdote to the concept of purpose?

The speaker relates the anecdote to the concept of purpose by highlighting that the flight attendant's kind gesture exemplified Delta Airlines' embedded purpose of customer care and service, demonstrating how deeply ingrained purpose can manifest in everyday actions.

What distinction does the speaker make between mission, vision, and purpose?

The speaker distinguishes mission as what a company does every day, vision as where a company is headed, and purpose as the underlying 'why'—a timeless ethos that guides a company's role in the world and its aspirational identity.

Why does the speaker believe that purpose must be authentic?

The speaker believes that purpose must be authentic because it needs to be rooted in the company's ethos, distinctive to its brand, meaningful to stakeholders, and consistent with its values. Authentic purpose resonates more deeply and is more sustainable.

What example does the speaker provide to illustrate the importance of authenticity in purpose?

The speaker provides the example of Kelly Bayer Rosmarin, CEO of Optus, who speaks convincingly about her company's purpose of 'powering optimism with options,' because it aligns authentically with Optus' identity as a challenger brand and its positive brand platform.

What advice does the speaker give to CEOs about embedding purpose in their organizations?

The speaker advises CEOs that purpose must be authentic, critically excavated from the inside out, and apply to the whole organization. It should not be a vanity project but a unifying construct that guides strategic decisions, clarifies middle-management roles, and makes front-line employees feel seen and valued.

How does the speaker define the discomfort associated with purpose?

The speaker defines the discomfort associated with purpose as the tension between idealism and realism—what the company aspires to be versus what it is currently capable of. This discomfort is part of the process of aligning the company's actions with its deeper purpose.

What historical anecdote does the speaker reference to illustrate the power of well-embedded purpose?

The speaker references the story of John F. Kennedy and the NASA janitor, where the janitor, when asked by JFK what he does, replied that he was 'putting a man on the moon,' illustrating how well-embedded purpose can give every employee a sense of contribution to a larger goal.

Why does the speaker mention Delta Airlines' strategic transformation in 2003?

The speaker mentions Delta Airlines' strategic transformation in 2003 to provide context for the company's long-term commitment to embedding purpose. This transformation helped the company navigate through challenges and embed a customer-focused purpose that still resonates with employees years later.

What impact does the speaker suggest well-embedded purpose can have on a company?

The speaker suggests that well-embedded purpose can lead to increased total shareholder return, higher employee engagement and retention, and greater productivity. It aligns and motivates the organization, making purpose-driven actions a cultural norm.