{"id":24229,"date":"2022-12-12T13:56:16","date_gmt":"2022-12-12T16:56:16","guid":{"rendered":"https:\/\/ee02395c61.nxcli.io\/insights\/definir-proposito-nas-empresas\/"},"modified":"2024-04-19T16:52:46","modified_gmt":"2024-04-19T19:52:46","slug":"how-to-define-purpose-in-business","status":"publish","type":"insights","link":"https:\/\/elogroup.com\/en\/insights\/how-to-define-purpose-in-business\/","title":{"rendered":"Purpose in business: learn how to define your organizations\u2019 mission"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24229\" class=\"elementor elementor-24229 elementor-15988\" data-elementor-post-type=\"insights\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-9084ad3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9084ad3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0f80520\" data-id=\"0f80520\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0d052e3 elementor-widget elementor-widget-text-editor\" data-id=\"0d052e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>By EloInsights<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a73cd0 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8a73cd0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30c6322 elementor-widget elementor-widget-text-editor\" data-id=\"30c6322\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">Purpose should be the essence of an organization and guide the transformation and evolution of the brand.\u00a0\u00a0<\/span><\/i><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">This message must be transparent and its construction involves a series of actions, such as listening to stakeholders to identify how the company places itself and is seen by the ecosystem around it.\u00a0<\/span><\/i><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">The article proposes a framework, as well as three stages for achieving the definition of purpose, with indications of methodologies and approaches involving the organization and its stakeholders.<\/span><\/i><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f611de1 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"f611de1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3063629 elementor-widget elementor-widget-text-editor\" data-id=\"3063629\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Nowadays, we are living through accelerated processes of digitalization and technological transformation that brings with them profound changes in cultural codes, as well as a series of other structural reformulations that impact, not only on people, but also on organizations. Competitiveness has increased, as has the collective awareness of the significant role of companies in building a better world. In this context, brands are forced to sophisticate their strategies to differentiate themselves.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Delivering value can no longer be restricted to the quality of products and services, it needs to be broadened to include new demands for a consistent brand positioning, actions that are relevant to society and the defense of causes that contribute to a more balanced world. In other words, the importance of a strong purpose that gives meaning to and guides all these actions has increased significantly, or organizations run the risk of appearing outdated, disconnected from the pulse of time.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">The <\/span><span style=\"text-decoration: underline;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/eixo.co\/\" target=\"_blank\" rel=\"noopener\">Post-Purpose Brands survey<\/a><\/span><\/span><span data-contrast=\"auto\"> by consultancy Eixo outlines this scenario and reveals how companies are gaining relevance in terms of directing and transforming the public mindset. There is disbelief in institutions and, for 61% of those interviewed, private companies are the only ones seen as ethical and competent. This gain in credibility adds to the demands.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Current and future consumers \u2013 especially the ones from Generation Z, born between the late 1990s and 2010 \u2013 are interested in products and services just as much as they yearn for causes and positions. People are looking for a connection with brands and there is a feeling that prioritizing profit sustains an exclusionary system. Purely advertising narratives must give way to solving problems such as environmental destruction, racism, lack of inclusion and social and gender equity.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">It is essential for organizations to engage in shaping a more sustainable, plural and less exclusionary future. \u201cThe purpose will guide the company\u2019s entire transformation towards this future direction. If it is well designed, it will say a lot about what has already been achieved and what the company wants to be. It will be an antenna for the future, almost a beacon\u201d, states the business specialist Bruna Baffa. <\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">In this post-purpose logic, beautiful narratives do not work without practice and commitments aligned with the concept of ESG \u2013 that is, within the environmental, social and governance spheres. Complexity is growing and there is no more room for indifference. We need to engage in dialogue with new political and social arrangements, with more collective forms of organization and emerging cultural codes which, driven by new generations, are renewing values and transforming normativity. And there are already companies taking this to another level.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Patagonia, an outdoor clothing and equipment brand, for example, has turned its entire operational structure towards stepping up the fight against the climate crisis. According to the company, what is not reinvested in the business \u2013 an estimated of U$100 million a year \u2013 will be distributed as dividends to fund environmental organizations, support political candidates and invest in businesses that protect nature and biodiversity.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">The purpose gives \u201cdirection\u201d to the effort to generate value. It is materialized not by the inspiring and concise message it conveys, but by the initiatives with a positive impact that support it. When transparent and authentic, it translates into initiatives stamped with the organization&#8217;s values and the way it stands up and contributes to transforming the world. It can also have the added advantage of attracting and keeping the most qualified professionals, who will make all the difference in the business journey.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-be941a1 elementor-widget elementor-widget-testimonial\" data-id=\"be941a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\"> \u201cPurpose is an intention, but it goes beyond that. It has to do with the essence, the legacy that has been built and the way in which the organization is recognized by stakeholders and the ecosystem around it\u201d<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-name\">Bruna Baffa<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-948874c elementor-widget elementor-widget-text-editor\" data-id=\"948874c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Drafting a company\u2019s purpose involves a series of actions. Firstly, it is necessary to understand what motivates the organization to generate value. This involves investigating what values are perceived and delivered by each of the different stakeholders. <\/span><\/p><p><span data-contrast=\"auto\">In other words, it is not enough to make your own reading of the company, you must listen to everyone around it. A key point is to involve employees at all levels, from the most junior to executives, before, during and after the journey of building purposes, as well as suppliers, partners, customers and even former employees and competitors.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">This deep dive should result in the definition of a powerful purpose, translated into a message that carries the essence of the organization, as well as reflecting the construction of paths for the constant transformation and evolution of the brand, its processes and the areas of the organization itself.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Throughout this article, we will present a framework to guide this definition. However, if we illustrate organizational purpose, it arises from the intersection between what the company does best and what it is capable of positively transforming in society through its existence and actions:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-330f7a1 elementor-widget elementor-widget-image\" data-id=\"330f7a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x-1024x1024.png\" class=\"attachment-large size-large wp-image-24240\" alt=\"purpose\" srcset=\"https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x-1024x1024.png 1024w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x-300x300.png 300w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x-150x150.png 150w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x-768x768.png 768w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x-1536x1536.png 1536w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/2@2x.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-23f6076 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"23f6076\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f97a4e9\" data-id=\"f97a4e9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ab52552 elementor-widget elementor-widget-heading\" data-id=\"ab52552\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A framework for building purpose in companies <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc4349e elementor-widget elementor-widget-text-editor\" data-id=\"bc4349e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">To define a consistent purpose, the great challenge lies in making tangible the vision of the future that will guide the organization. Its design is drawn up in search of the brand\u2019s deepest essence. It involves making it more human, unveiling its reason for existing and connecting it to a strategy that engages stakeholders.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">The essence will be put into practice at all ends of the business in the form of goals, the evolution of the creation of value flows and the cultural traits that are essential to achieving the organization&#8217;s key objectives.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Three stages help organize this construction:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><ol><li data-leveltext=\"%1.\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;,&quot;469778510&quot;:&quot;default&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Define the purpose: this is the essence, the DNA, the reason for the brand\u2019s existence. It is the direction and creation of a message that involves different stakeholders, capable of creating a connection and bringing relevance to the brand. It includes defining the mission statement, brand ideal and tagline;<\/span><\/li><li data-leveltext=\"%1.\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;,&quot;469778510&quot;:&quot;default&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Establishing trade-offs: this involves unfolding the purpose in the organization. What will the company have to give up and adjust within its traditional logic to align itself with the established purpose? It is everything that should or should not be done to make the purpose a reality; and<\/span><\/li><li data-leveltext=\"%1.\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;,&quot;469778510&quot;:&quot;default&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Implementing strategic actions: based on the first two stages, strategic management actions are mapped and applied that will lead to the implementation of the purpose in different areas of the organization. Once put into practice, the purpose brings about cultural and systemic changes. For example, it brings together business areas so that initiatives take shape and are seen as a movement of the whole company and not of a specific area. This is where the impact of the changes will be measured, how barriers will be broken down and what the solutions will be to realize the purpose.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/li><\/ol><p><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Next, we will go into more detail about the framework created by <span style=\"text-decoration: underline;\"><span style=\"color: #0000ff; text-decoration: underline;\"><a style=\"color: #0000ff; text-decoration: underline;\" href=\"https:\/\/elogroup.com\/en\/\">EloGroup<\/a><\/span><\/span>:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0008bfb elementor-widget elementor-widget-image\" data-id=\"0008bfb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x-1024x1024.png\" class=\"attachment-large size-large wp-image-24242\" alt=\"purpose\" srcset=\"https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x-1024x1024.png 1024w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x-300x300.png 300w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x-150x150.png 150w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x-768x768.png 768w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x-1536x1536.png 1536w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/3@2x.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2bedf8d elementor-widget elementor-widget-heading\" data-id=\"2bedf8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to define your purpose <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a0735f9 elementor-widget elementor-widget-text-editor\" data-id=\"a0735f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW216330239 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW216330239 BCX0\">Defining the purpose is a phase of research and discovery. The message cannot be something <\/span><span class=\"NormalTextRun SCXW216330239 BCX0\">different<\/span><span class=\"NormalTextRun SCXW216330239 BCX0\"> from what the <\/span><span class=\"NormalTextRun SCXW216330239 BCX0\">organization<\/span><span class=\"NormalTextRun SCXW216330239 BCX0\"> already is or does. It must <\/span><span class=\"NormalTextRun SCXW216330239 BCX0\">translate into<\/span><span class=\"NormalTextRun SCXW216330239 BCX0\"> something that needs to be <\/span><span class=\"NormalTextRun SCXW216330239 BCX0\">emphasized<\/span><span class=\"NormalTextRun SCXW216330239 BCX0\">, but also bring a point of attention, a provocation for change that drives the company to evolve.<\/span><\/span><span class=\"EOP SCXW216330239 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41e1d3e elementor-widget elementor-widget-testimonial\" data-id=\"41e1d3e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"testimonial.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-wrapper\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial-content\">\u201cThe purpose must be the brand\u2019s DNA, its essence. Therefore, it cannot be made up, a simply a phrase or just something you want to see in the world\u201d<\/div>\n\t\t\t\n\t\t\t\t\t\t<div class=\"elementor-testimonial-meta\">\n\t\t\t\t<div class=\"elementor-testimonial-meta-inner\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial-name\">Bruna Baffa <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59a2cdc elementor-widget elementor-widget-text-editor\" data-id=\"59a2cdc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">As mentioned earlier, the only way to define a consistent purpose is to unite the internal and external perspectives of the stakeholders. This involves interviewing employees at various hierarchical levels, suppliers, partners and customers. In the process, you can also turn to former employees and even competitors to fully recognize the brand and capture its legacy.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">The company\u2019s perspective on the world must also be considered. This view can come both from interviews and focus groups with the people mentioned above \u2013 when they will be invited to reflect on how the organization connects with society \u2013 and from insights generated by other methodologies. These include semiotic analysis, which is based on historical and cultural representations related to categories and markets considered key to the company.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">The crossing of these different layers will set up the most relevant codes in the construction of the creative territory of purpose, which usually results in possible languages and the tone of the message that will be associated with the brand. No organization is seen as just one thing. It can be, for example, human, technological, pioneering or futuristic. In other words, there are countless possibilities, which can complement each other until they materialize into a more complete message.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">To translate all this into a more practical form, let\u2019s use the EloGroup brand as a guide. In this case, we start from a creative territory that revolves around the words \u201cpower\u201d and \u201ctransformation\u201d. These terms set the tone for our message of purpose: \u201cWe want to create a world where people and organizations unlock their potential to drive a spiral of positive change around them\u201d.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">According to Baffa, \u201cthe purpose is a bigger, more complete sentence. Then, respectively, comes the mission statement that encompasses everything you want to say, the brand ideal and a tagline, which are more concise; a \u2018killer\u2019 phrase to summaries the message\u201d.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">We can say that the mission statement, brand ideal and tagline are elements that communicate the organization&#8217;s purpose to the world. In the case of EloGroup, the brand ideal is the message \u201cTogether with those who challenge themselves to unlock their fullest potential\u201d and the signature is the hashtag \u201cUnlock Your Potential\u201d. The mission statement, which is the materialization of the purpose message in an inspirational piece, was made in video format.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">See the image below, which summarizes the whole creative process:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e21120 elementor-widget elementor-widget-image\" data-id=\"4e21120\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x-1024x1024.png\" class=\"attachment-large size-large wp-image-24244\" alt=\"\" srcset=\"https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x-1024x1024.png 1024w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x-300x300.png 300w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x-150x150.png 150w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x-768x768.png 768w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x-1536x1536.png 1536w, https:\/\/elogroup.com\/wp-content\/uploads\/2022\/12\/4@2x.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-408661f elementor-widget elementor-widget-heading\" data-id=\"408661f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to set up trade-offs <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fc4f5e elementor-widget elementor-widget-text-editor\" data-id=\"7fc4f5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">For the purpose to be real and generate engagement, it is necessary to establish trade-offs, which means making some adjustments within the company\u2019s current reality. What should and should not be done from now on to realize the plan? Again, the direction is given by the organization&#8217;s way of doing business and the nature of the relationship set up with each element of its ecosystem.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">For example, if the company sets out to be horizontal and collaborative but does not act accordantly at any point in the business chain \u2013 be it with suppliers, in the purchasing process, or even internally with its employees \u2013, it needs to change these practices and live up to the purpose.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Through workshops with the different business areas, trade-offs are defined on two fronts and on three levels:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2563832 eael-dt-th-align-center eael-table-align-center elementor-widget elementor-widget-eael-data-table\" data-id=\"2563832\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"eael-data-table.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"eael-data-table-wrap\" data-table_id=\"2563832\" id=\"eael-data-table-wrapper-2563832\" data-custom_responsive=\"false\">\n\t\t\t<table class=\"tablesorter eael-data-table center\" id=\"eael-data-table-2563832\">\n\t\t\t    <thead>\n\t\t\t        <tr class=\"table-header\">\n\t\t\t\t\t\t\t\t\t            <th class=\" sorting\" id=\"\" colspan=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"data-table-header-text\">CULTURAL TRADE-OFFS    \"Ways of Being\" <\/span><\/th>\n\t\t\t        \t\t\t\t            <th class=\" sorting\" id=\"\" colspan=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"data-table-header-text\">OPERATIONAL TRADE-OFFS      \"Ways of Doing\" <\/span><\/th>\n\t\t\t        \t\t\t\t        <\/tr>\n\t\t\t    <\/thead>\n\t\t\t  \t<tbody>\n\t\t\t\t\t\t\t\t\t\t\t<tr>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t   \t\t\t\t\t\t\t\t\t\t\t<td colspan=\"\" rowspan=\"\" class=\"\" id=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"td-content-wrapper\"><div class=\"td-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\tWhat can be changed in the organization&#8217;s culture to improve communication, relationships and engagement in the materialization of the purpose. \t\t\t\t\t\t\t\t\t\t\t\t<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t   \t\t\t\t\t\t\t\t\t\t\t<td colspan=\"\" rowspan=\"\" class=\"\" id=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"td-content-wrapper\"><div class=\"td-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\tThese are practical management and business points, for example: opportunities and alerts related to adjustments in the business model. \t\t\t\t\t\t\t\t\t\t\t\t<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t        \t\t\t    <\/tbody>\n\t\t\t<\/table>\n\t\t<\/div>\n\t  \t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7def09 eael-dt-th-align-center eael-table-align-center elementor-widget elementor-widget-eael-data-table\" data-id=\"b7def09\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"eael-data-table.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"eael-data-table-wrap\" data-table_id=\"b7def09\" id=\"eael-data-table-wrapper-b7def09\" data-custom_responsive=\"false\">\n\t\t\t<table class=\"tablesorter eael-data-table center\" id=\"eael-data-table-b7def09\">\n\t\t\t    <thead>\n\t\t\t        <tr class=\"table-header\">\n\t\t\t\t\t\t\t\t\t            <th class=\" sorting\" id=\"\" colspan=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"data-table-header-text\">UNSELLABLE <\/span><\/th>\n\t\t\t        \t\t\t\t            <th class=\" sorting\" id=\"\" colspan=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"data-table-header-text\">IMPORTANT <\/span><\/th>\n\t\t\t        \t\t\t\t            <th class=\" sorting\" id=\"\" colspan=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"data-table-header-text\">IDEAL <\/span><\/th>\n\t\t\t        \t\t\t\t        <\/tr>\n\t\t\t    <\/thead>\n\t\t\t  \t<tbody>\n\t\t\t\t\t\t\t\t\t\t\t<tr>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t   \t\t\t\t\t\t\t\t\t\t\t<td colspan=\"\" rowspan=\"\" class=\"\" id=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"td-content-wrapper\"><div class=\"td-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\tThese are points of attention in the current vision that prevent the purpose from materializing, or real barriers in the way of being and doing that contradict the direction of purpose. It is therefore the most urgent thing to change. \t\t\t\t\t\t\t\t\t\t\t\t<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t   \t\t\t\t\t\t\t\t\t\t\t<td colspan=\"\" rowspan=\"\" class=\"\" id=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"td-content-wrapper\"><div class=\"td-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\tOpportunities are the minimum viable or essential points that are consistent with current maturity. They can represent game-changing points and can already begin to be incorporated. \t\t\t\t\t\t\t\t\t\t\t\t<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t   \t\t\t\t\t\t\t\t\t\t\t<td colspan=\"\" rowspan=\"\" class=\"\" id=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"td-content-wrapper\"><div class=\"td-content\">\n\t\t\t\t\t\t\t\t\t\t\t\t\tHere are the boldest ideas to materialize the purpose. These are the ones that will require the most investment and energy, but which will have the greatest impact on the organization. \t\t\t\t\t\t\t\t\t\t\t\t<\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t        \t\t\t    <\/tbody>\n\t\t\t<\/table>\n\t\t<\/div>\n\t  \t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f8ab0e6 elementor-widget elementor-widget-heading\" data-id=\"f8ab0e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How to implement strategic actions to break down barriers <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-373d635 elementor-widget elementor-widget-text-editor\" data-id=\"373d635\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">We can summaries this stage as the practical application of trade-offs. It is from this process on that the barriers preventing the full realization of the purpose will be tackled and broken down. Generally, cultural and systemic changes are needed, affecting processes and, at the same time, opening space for opportunities and solutions that strengthen and reinforce the message of the purpose.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">\u201cI can bring one area together with another; make an initiative connected to a world agenda, defending a cause; change my employer branding process and build a different selection process, with the participation of my employees\u201d, exemplifies Baffa.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">It is essential that the initiatives outlined are understood as belonging to the company, because purpose is never connected to just one area. It is the organization that sustains this purpose, and it reverberates in various actions, which can be carried out by several areas working together.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6d5d63 elementor-widget elementor-widget-heading\" data-id=\"f6d5d63\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why it is important to define a purpose  <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-06618aa elementor-widget elementor-widget-text-editor\" data-id=\"06618aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Defining a strong and clear purpose is now essential for an organization to thrive in a scenario that demands a new management paradigm. It is through this that the company will connect to the wider social context, intensify its positive impact on the world and, thus, attract and keep talent, as well as improving its public image.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Talented professionals no longer consider pay and financial advantages to be the most decisive factors in choosing an organization to work for. A 2021 Gallup survey shows that a 10% improvement in employees\u2019 connection with the organization&#8217;s purpose can reduce employee turnover by 8.1% and increase business profitability by 4.4%.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Therefore, defining a purpose and acting by it has become a matter of survival for an organization that wants to set itself up as a platform for talent, guarantee its ability to generate value and be at the top of its game.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">It is not enough to choose a catchphrase. You must convert this intentionality into practical measures that are reflected in the organization&#8217;s daily operations, which will invariably have an impact on countless stakeholders. To align with the complexity of the world, you must listen to collective causes and learn to dialogue with the diversity of existences and experiences. Establishing a purpose keeps the brand on the move, more connected to reality and with a keen eye for opportunities that lead to innovation and the construction of paths towards the future.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Understand what purpose is in a company, how important this definition is for your brand and learn how to define its purpose<\/p>\n","protected":false},"author":9,"featured_media":20884,"parent":0,"template":"","editorias":[140],"industrias-category":[126,130,132,147,129,142,146,133,148,134,143,144,141,149,145],"praticas-category":[152,154,157,135],"insights-category":[162],"class_list":["post-24229","insights","type-insights","status-publish","has-post-thumbnail","hentry","editorias-unlock-the-good-en","industrias-category-agrobusiness","industrias-category-education","industrias-category-energia-oleo-gas-en","industrias-category-financial-services","industrias-category-food-and-beverages","industrias-category-government","industrias-category-healthcare","industrias-category-infraestrutura-en","industrias-category-logistics-and-transportation","industrias-category-manufatura-en","industrias-category-media-and-telecom","industrias-category-mining","industrias-category-public-finances","industrias-category-retail","industrias-category-sanitation","praticas-category-consumer-insights-en","praticas-category-esg-en","praticas-category-people-organizations","praticas-category-estrategia-inovacao-en","insights-category-unlock-the-good-en"],"_links":{"self":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights\/24229","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights"}],"about":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/types\/insights"}],"author":[{"embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":18,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights\/24229\/revisions"}],"predecessor-version":[{"id":24253,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights\/24229\/revisions\/24253"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/media\/20884"}],"wp:attachment":[{"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/media?parent=24229"}],"wp:term":[{"taxonomy":"editorias","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/editorias?post=24229"},{"taxonomy":"industrias-category","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/industrias-category?post=24229"},{"taxonomy":"praticas-category","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/praticas-category?post=24229"},{"taxonomy":"insights-category","embeddable":true,"href":"https:\/\/elogroup.com\/en\/wp-json\/wp\/v2\/insights-category?post=24229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}