Yesterday was Vision, Mission and Values. Today it's purpose. It has to make sense.

What is it about? If a company succeeds in giving its employees a sense of purpose for their work, they will be highly motivated to perform exceptionally well. And it is precisely this that makes the difference in competition.

If machines do certain jobs better than humans in the future, it is time to think about the meaning of work. It is a question of why. Companies must ask themselves this question, but so must employees and consumers. 

Thinking about meaningfulness relates to the following areas:

Companies want to do something meaningful and thus also contribute to a better society (common good). In addition to the purely economic, social concerns must also be focused on. In practice, one encounters this action: According to its own statements (homepage 2020 hilti.com ), Hilti wants to take responsibility for society and the environment and also help to create affordable housing. Quite different is the toy company Lego, which wants to strengthen creativity in society through play and learning.

Employees want to find meaning in their work and are willing to put a lot of effort into it. Meaning is often described as probably the best source of motivation of all. Practical examples confirm this development: the employees of "Doctors without Borders" (MSF) are willing to do their work in very difficult situations, in crisis and war zones. Various studies from Europe and America have shown that more than half of the respondents are willing to give up pay or status for meaningful work. 

Customers want to buy meaningful products that meet higher demands. The fact that preferences are future-oriented is shown in practice: Tesla's success is based precisely on these thoughts. But organic products are also bought because they make more sense to consumers than conventional products. Customers are also willing to pay a higher price for them. 

Thinking and acting in the dimensions discussed are in no way contradictory to economic goals. On the contrary. A clear purpose statement can make the decisive difference and strengthen the attractiveness, unique position and competitiveness of the company.