In this episode of the PJ Tips podcast ‘Leading Business Change’, we hear from Zoe Bailey, Head of Strategic Operations at Withers & Rogers, with responsibility for the development and management of the firm’s strategic operational activities. Zoe is ex-BDO, where I first met her.
This podcast conversation is about Purpose , and more specifically, the Purpose (or power) of Purpose.
We hear the word Purpose touted around a lot, its on websites and marketing material and I’ve seen it written on walls but what does really mean and what value – if any – does it offer people and businesses.
Zoe helps defines Purpose and offers a very interest sailing analogy. Listen to it and see what pictures it helps your create.
We explore what purpose is and why in a post pandemic world it could be argued that purpose is more important than ever. Zoe talks about the agile disconnected workforce, fragmented culture, critical decision making, scenario planning, strategic planning and the importance of trust.
She references agile working policy at W&R, the rationale for it, how it is working and some of the challenges and advantages.
Zoe talks about how being purposeful can provide clarity for the business, it’s people and clients, and offers a specific example from BDO and oil and gas sector example and how this works alongside the focus on GDPR. She continues on this thread with reference to Withers & Rogers moving from a European focus to Winning World Wide and how this recognised the purpose of being a Global business.
I found it useful to hear her practical insights ( and hard work) on bringing purpose into the business, it has to resonate, it cannot be imposed, and she shares the approach taken by BDO and the approach being taken now in a smaller firm at W&R to unearth and instil purpose.
We know that the practical benefits of purpose are wide ranging, and it’s simply fascinating to listen to Zoe bring it back to the simple and powerful things such as increased trust and improved decision making. She goes on to talk about the power of certainty around direction, clarity around vision and strategy, and purpose as a bedrock to values and behaviours. This leads to doing what you know you are capable of and are good at, it improve collaboration and stops you being so easily blinded by shiny objects – a challenge that many teams and business face!
Zoe expects that this approach will enable W&R to become more strategic and have the confidence to invest more readily in the future, and to trial and pilot new things.
I really wanted to explore trust in this recording, as its ever more important. Trust is key in any business. Trust is central in effective relationships, good leadership and problem solving, yet many businesses sense a low level of trust in their leadership, and varies surveys and papers inc HBR support this. So how can purpose help?
Zoe tells us about how increased levels of trust lead to decisions being made swiftly and importantly supported and implemented even when there are varying levels of agreement. In essence, having Purpose liberates a business – but everyone has to buy into this – otherwise it quickly falls apart.
It could be asked that ‘trust’ in business, trust in business leaders, trust in each other has been challenged as we all take stock of decisions that have been taken in the last 18 months.
Having purpose may well improve profits, but it comes as a result of really bringing the purpose to life. There are surveys and data that show purposeful companies are 12% more profitable than their counter parts
As an example Purpose, we talk about Air BnB and WeWork, or rather I have a rant about the two examples!
In closing here’s a few Top Tips:
Commit - It’s not necessarily quick and easy.