Connecting People with Purpose
“When individuals understand their ‘why,’ their work becomes more meaningful, and that drives engagement, creativity, and performance,” says Gilligan.
Purpose is more than a feel-good buzzword—it’s a proven driver of success. Purpose-driven organizations outperform their peers in employee retention, productivity, and even financial results. But how can businesses move purpose from the company’s vision statement into the daily lives of their teams?
The Purpose Gap
One of the most significant hurdles businesses face is aligning organizational purpose with individual goals. Leaders may focus on financial outcomes, while employees are driven by a desire to innovate or make a difference.
“Leaders need to champion purpose, model it, and embed it into the company’s DNA,” Gilligan explains. “It’s about creating opportunities for employees to see how their work contributes to the bigger picture.”
This isn’t a one-time activity. Businesses that succeed in embedding purpose into their culture make it a continuous, living process.
Strategies for Embedding Purpose
Sean Gilligan offers actionable strategies for building a purpose-driven organization:
1. Enable Reflection and Dialogue:
Purpose isn’t something you tell employees—it’s something they discover. Platforms like Sound Branch allow team members to record voice notes reflecting on their contributions, creating an open dialogue about purpose.
“Imagine an employee recording a voice note explaining how their work contributes to a key company goal. It’s a small action, but it builds a culture where purpose is experienced and lived every day,” says Gilligan.
2. Leverage Storytelling:
Purpose becomes real when employees see tangible results of their work. Sharing success stories, whether through videos or internal newsletters, connects the dots between individual efforts and organizational goals.
“Storytelling humanizes the corporate mission. Sharing how an employee’s work positively impacted a customer can be incredibly powerful,” Gilligan emphasizes.
3. Adopt the Right Technology:
Tools like Watch and Learn enable teams to create and share video updates, fostering a transparent and collaborative environment. These platforms make purpose accessible and relatable to everyone in the organization.
“Technology should be an enabler, not a replacement. It should support people in seeing how their actions align with the company’s mission,” says Gilligan.
The Role of Leadership
Leadership is central to building a purpose-driven culture. Leaders must do more than talk about purpose—they need to demonstrate it through their actions. Regular check-ins, recognition programs, and creating space for employees to share their insights are vital steps.
“Start by asking your team a simple question: ‘Why do we do what we do?’ Listen to their answers, and use that to align your goals and practices,” Gilligan advises.
Real-World Impact
Gilligan shared a powerful example of how purpose transformed a healthcare organization. By introducing interactive learning tools through Watch and Learn, staff were encouraged to share reflections on how their training impacted patient care. This small change had a ripple effect, leading to increased participation, better outcomes, and higher employee satisfaction.
“This wasn’t just about compliance—it was about aligning their work with a purpose that truly mattered. It resulted in happier employees and better patient care,” says Gilligan.
Looking Ahead
The future of purpose-driven work lies in personalization. Gilligan believes that AI and machine learning will play a pivotal role in tailoring learning experiences to individual goals.
“Imagine AI-powered platforms that recommend training based on someone’s aspirations. This isn’t just about meeting organizational needs—it’s about helping individuals achieve their personal potential,” Gilligan explains.
Key Takeaway
Purpose is the bridge between strategy and culture. Businesses that connect their teams to a meaningful “why” unlock extraordinary potential.
“Purpose-driven success isn’t a one-time achievement—it’s a journey,” says Gilligan. “If you’re a leader, start small but think big. Purpose isn’t about perfection—it’s about progress.”