TED: The power of purpose in business | Ashley M. Grice

The transcript discusses the importance of embedding purpose in organizations, using a personal story involving a Delta flight attendant as an example. It differentiates purpose from mission and vision, emphasizing that purpose is timeless and rooted in a company's ethos. The speaker highlights the need for authenticity in purpose and its role in unifying an organization. The narrative underscores how well-embedded purpose can lead to increased value, employee engagement, and productivity.

What was the flight attendant's gesture that highlighted the concept of purpose?

• She upgraded the narrator to first class.

• She packed a bag of almonds for the narrator.

• She offered a free meal voucher.

• She gave a complimentary flight ticket.

How does the narrator differentiate purpose from mission and vision?

• Purpose is the 'why', while mission and vision are the 'what' and 'where'.

• Purpose is about financial goals, while mission and vision are about customer satisfaction.

• Purpose is about daily tasks, while mission and vision are about long-term goals.

• Purpose is temporary, while mission and vision are permanent.

Why is authenticity important in defining a company's purpose?

• It makes the company more profitable.

• It ensures the purpose is aligned with the company's values.

• It helps in creating a catchy slogan.

• It allows the company to change its purpose frequently.

What is the role of purpose at the C-Suite level?

• To manage daily operations.

• To unify mission and vision and influence strategic agenda.

• To handle customer complaints.

• To create a new product line.

How does purpose impact middle management?

• It reduces their responsibilities.

• It provides clarity and authority in decision-making.

• It increases their workload.

• It allows them to work independently without oversight.

What is the significance of the NASA janitor story in the context of purpose?

• It shows that every role is insignificant.

• It highlights the importance of understanding one's role in achieving the organization's vision.

• It demonstrates the power of individual goals.

• It emphasizes the need for technical skills.

What is the ultimate effect of embedding purpose across an organization?

• It leads to frequent changes in leadership.

• It becomes a temporary trend.

• It becomes muscle memory and a cultural norm.

• It results in a decrease in employee engagement.