In other words…what’s your purpose? Why are you doing what you’re doing? And no the answer shouldn't be “for money”. If it is…you plan to sell-out at some point. So surely your exit plan has already been developed. Would you share that with your employees? Your customers? More often the money part is about sustainability…how can someone keep their dream alive, live comfortable and pay their bills along the way. Just don’t confuse purpose with sustainability. Many people do…and the result is a disappointingly (for both you and your customers) short-lived effort.
1. Now list any clear actions which illustrate your purpose. Not slogans, promises or mission statements. The things you do to and with your customers. Your customers are raving about the highlights. So you can start by listing those. What would be missed if it were changed or eliminated?
2. Now list any actions which may be perceived as self-serving and might even be getting in the way of doing more of #1. What are your customers (internal as well as external) annoyed about? What won’t be noticed if it gets eliminated?
Now you know where to start…both shoring-up and repairs. Sometimes it’s processes or physical attributes of your product or service which need to be changed. More often it’s people and the culture which need adjustment.
Need a plan? Now you have one.
Why Are You Doing It?
Companies spend a lot of time, energy and money answering this for themselves. They hire consultants, develop mantras and mission statements. It's the latest thing in a meaningful, self-reflecting, find your true north sort of exercise. They used to call it branding.
A more important question and answer might be...what are you going to do about it when you find our you're not doing it?...whatever the it was when you defined it in the beginning. Let's say for example you set out to "make people happy" because the "make a profit" answer sounded too shallow and self-serving. Question is...what are you going to do when people (both your employees and customers) tell you they aren't "happy"? Are you prepared to stop or change course...180 degrees if necessary? Would you do whatever it took to get realigned with your core values? While codifying your "why" is important, I think it's equally important to understand the likelihood that you will need to change or scrap the idea altogether. Otherwise, it's just some fancy words in a handbook...perhaps a big lie.
Actions always speak louder than words.