“When your company decides to have a Purpose it will start making Leadership easier. “

In my last couple of newsletters, we discussed sustainability in the hospitality industry. Major companies in the Bay Area are taking giant leaps to cut waste. My company, which only has two employees has taken the first step in curbing waste.

Having a purpose and participating in community development has always been at the top of my list. Just recently, I  came across a company that turned their cause into a purpose and it encouraged me to dig deeper. What is the difference between supporting a cause and having a purpose? Companies get behind causes all the time. Each year they throw a benefit concert or host a charity golf tournament. Which is a great deed but usually the extent of the involvement? When your company serves a true purpose. Each employee from the top-down knows what your mission is. You can smell the purpose as soon as you walk through the door.

To generate a better idea of what I am talking about. Let’s take a look at what a major broadcasting company has accomplished in the UK.

Channel 4 is a Public Broadcasting System. In 2012 they released a Paralympic campaign. This program changed their entire outlook and game plan. They decide to start hiring disabled presenters ( broadcasters ) for the first time. Before 2012, no one had ever done this.

The Chief marketing and communications officer Dan Brooke described this campaign as “life-changing.”

Four years later, at the Rio Paralympics. The on-air presenters with disability account for 2/3rds. While 15% of the production crew who work for the station have a disability. The entire landscape of the industry has been changed.

When your company decides to have a purpose it will start making leadership easier. Your company will have a higher connection. Will be less ego driven. And the organization will function better.

Check out the list of things that Channel 4 accomplished.

• Started Coverage of 2012 Paralympics
• Provided opportunity for disabled employment
• Hired Disabled Broadcasters to cover the next event
• Hired disabled production crew ( which now accounts for 15% of the production staff)
• Created a guide for the TV sector. ( Employing Disabled Talent ) which serves as an excellent resource.

By gaining mor knowledge of the cause. Channel 4 was able to enhance their community, add a new job sector and share lessons.

We found our cause a year ago. Now we must search for a purpose that will start transforming lives.

Does your company support a cause or have a purpose? If so, share your story with us. It is my goal to only buy from companies that make a difference.