{"id":244343,"date":"2022-02-12T14:03:01","date_gmt":"2022-02-12T13:03:01","guid":{"rendered":"https:\/\/allegro234.net\/?p=244343"},"modified":"2022-02-12T16:41:51","modified_gmt":"2022-02-12T15:41:51","slug":"todo-el-mundo-tiene-un-proposito-pocos-tienen-conciencia","status":"publish","type":"post","link":"https:\/\/allegro234.net\/es\/everyone-has-a-purpose-few-have-a-conscience\/","title":{"rendered":"Todo el mundo tiene un prop\u00f3sito, pocos tienen conciencia"},"content":{"rendered":"\n\n\n[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”3.22″ global_colors_info=”{}” theme_builder_area=”et_body_layout”][et_pb_row admin_label=”row” _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}” theme_builder_area=”et_body_layout”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||” theme_builder_area=”et_body_layout”][et_pb_text admin_label=”Text” _builder_version=”4.14.7″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”et_body_layout” sticky_enabled=”0″]
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Purpose is the raison d’\u00eatre of a company, the permanent basis of its strategy. <\/span><\/p>\n<\/blockquote>\n

Every company has a purpose, explicit or not; however, few -although this is changing- have a conscience. To be clear, the Mafia has a purpose, but consciousness is just another story.
<\/span><\/p>\n

Let’s Start with this Litmus Test: “Who Said This Statement?”<\/h2>\n

To start off relaxed, I’d like to invite you to play and take part in this riddle with three possible answers, although only one of them is the right one.<\/span><\/p>\n

The Question is: Who has explicitly told this institutional purpose?<\/span><\/p>\n

The purpose under scrutiny is:<\/span><\/p>\n

\n

Caring for those around us, always ensuring their well-being and that of their families, for a lifetime\u2026<\/p>\n

\u2026protecting our environment, taking care of raw materials, giving security to producers, recycling our waste\u2026.<\/p>\n<\/blockquote>\n

The potential answers are:<\/span><\/p>\n

    \n
  1. \n
      \n
    1. Paulus \u201cPaul\u201d Gerardus Josephus Maria Polman, Former CEO, Unilever<\/li>\n
    2. Pope Francis, 266th<\/sup> Pope of the Catholic Church<\/li>\n
    3. Anthony \u201cTony\u201d John Soprano Sr., Capo di tutti Capi -From The Sopranos crime drama TV series-<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n

      \"\"<\/span><\/p>\n

      Before giving the right answer, we must admit that all three could have said that quote, one talking about the Unilever raison d’\u00eatre<\/em>, Pope Francis in his second encyclical, Laudato si’<\/em>, and we are left with Tony Soprano whom you probably know, I guess.<\/span><\/p>\n

      And the correct choice is the letter \u201cC\u201d. Words more or words least, this was the way Tony Soprano described to his psychologist the business he was in and leading.<\/span><\/p>\n

      By this, what I mean is that everyone has a purpose, even the Mafia, yet few have a conscience and even fewer are specific in the way they define it.<\/span><\/p>\n

      Consciousness Need Sincerity rather than Authenticity<\/h2>\n

      For a company, being true to itself means being concerned, admitting vulnerability and making bold choices. For example, stopping collaborating with other firms that do not meet a company\u2019s standards of conduct; assuming responsibility for mistakes that affect society; abandoning businesses that are no longer legitimate. In other words, being consistent between what the company thinks, does and says.<\/span><\/p>\n

      Behaving truthfully and being unapologetically driven by values are two of the essential characteristics that today’s society is demanding from each institution.<\/p>\n

      The key difference between being authentic and sincere is that a business can be authentic and behave without a sense of morality or ethics, while it is impossible to think of a sincere company behaving in that way.<\/span><\/p>\n

      On the one hand, we all have examples of rude, unresponsive and abusive companies that are authentic, but are seldom true to themselves and conscious of others.<\/span><\/p>\n

      On the other hand, sincerity is about recognising that the company lives in a world that goes beyond its own borders. It is about deeply considering its impact on the planet, being self-conscious, purposeful and going beyond the numbers to confirm and express its true nature. Being sincere means knowing that there is a pathway to live and work by its values, down to every detail. In this way a company can become a genuine and inspiring brand.<\/span><\/p>\n

      \"\"<\/span><\/p>\n

      Tony Ryan, Ryan Air and Yvon Chouinard, Patagonia | Authenticity and Sincerity\u2026 Capisci?<\/em><\/p>\n

      Another important issue to consider is that authenticity is an innate behaviour and sincerity is an acquired one. <\/span><\/p>\n

      Babies are authentic, kids learn to behave sincerely. The same can happen with companies.<\/p>\n

      Business authenticity is a broader definition that considers the entire spectrum of being true to itself, while sincerity is more focused, brings wisdom, care and a greater perspective than its own.<\/span><\/p>\n

      People Believes in Honest Brands<\/h2>\n

      It is good business to be true to what the company is, allowing the public to recognize how it behaves with a conscience. Although, in addition, society demands a positive social and environmental impact from the company, this does not mean that profit motives, which are necessary, are hidden as a falsely sincere attitude.\u00a0 <\/span><\/p>\n

      It is valid to recognise the need to “make money” whilst being sympathetic to the audience in the way a company communicates. That\u2019s sincerity!<\/span><\/p>\n

      Brands trying to navigate this new world of conscience<\/a> and sincerity should act differently, deeply believing in the way they think, in the values they defend, doing the right thing and being honest about their motivations.<\/span>\u00a0<\/span><\/p>\n

      If being honest and conscious brings on a deeper layer of seriousness and respect, being conscious of others helps take it to the next level, one that is increasingly demanded by all stakeholders including citizens.<\/span><\/p>\n

      \n

      _ Is your company radically honest? I asked him.<\/p>\n

      _ Of course, it is! We’ve always been honest, he lied to me.<\/p>\n<\/blockquote>\n

      Conscientious Purpose Is an Inherent Part of Business<\/span><\/h2>\n

      From the beginning of time, purpose is born with any enterprise expressing its raison d’\u00eatre -even Adam, Eve, Lilith and the apple-. <\/span><\/p>\n

      Thus, the purpose must be company-connected, and its fit is achieved because the strategic aims are born from and aligned with such business.<\/span><\/p>\n

      The challenge for the leadership team is to first understand the real and deepest meaning of purpose, translating it into an actionable mission and vision. It is a matter of alignment, coherence, and consistency. <\/span><\/p>\n

      These are the basis of a company’s better performance<\/a>, not only in terms of achieving better economic and financial results, but also in generating a positive impact.<\/span><\/p>\n

      A conscientious purpose must be integrated into all aspects of how companies do business.<\/p>\n

      As life, purpose is understood backwards; but it must be lived forwards. This means that, if purpose changes the company must change, essentially, because it must be reimagined, redesigned, and restarted to live a new aspirational future. This is a key point that is often misunderstood. <\/span><\/p>\n

      Making a Conscientious Purpose Explicit Is a Good First Step<\/span><\/h2>\n

      To be practical, a good first step is to make the purpose explicit and, if it is already there, to ensure that it really is the reason for the company’s existence and not a good narrative invented by the marketing or communication areas. <\/span><\/p>\n

      \n

      \u201cHoly Graf Zeppelin, Batman!\u201d Unfortunately, we tend to produce such conceptual monstrosities far too often.<\/p>\n<\/blockquote>\n

      Deal with it! If the purpose of the business is only to make money, that’s what it is! As mentioned before, it can change but it will imply that a new business was born.<\/span><\/p>\n

      To reinforce, deepen and, above all, be driven by a purpose, in addition to making it explicit, companies must continuously translate it into precise business objectives associated with it<\/a> and, in turn, the latter must be translated into visible actions and behaviours. This ensures executive responsiveness to the company key audiences and becomes the trigger for exceptional transformation and growth.<\/span><\/p>\n

      The obvious steps -sorry, but I must insist on this- to make purpose a meaningful day-to-day experience are:<\/span><\/p>\n