I have come to the conclusion that the word ‘Purpose’ captures all I need to know about business. The definition is “the reason for which something is done or created or for which something exists”.
I am starting Travel.co.uk because I want to make life easier for people. I want to make it easy for customers to find their perfect holiday. This is my purpose. This is not only good for customers but also good for holiday companies by placing them in front of more potential customers.
Everything I do ill revolve around this purpose. My brand is defined by my purpose, when (hopefully one day!) I build a team this is the message by which everyone will be aligned. The site design is designed with this in mind. Advertising will be based around this.
It’s become clear to me that a business has to have a mission and a plan to execute that mission. Without a mission, a very very clear mission, then I am unsure how a business can reach it full potential. If the purpose is fuzzy then decision making becomes more difficult, this slows progress down and direction becomes less clear. If one has a clear direction then you can move quickly, you know where you’re going.
On paper this all sounds like common sense but I wonder how many business lose sight of their purpose or do not amend their purpose as all around them is changing and their original mission is no longer as relevant. As well as purpose it’s also clear one must keep objectivity, easier said than done when one is attached to a business. I can see benefit in non exec directors questioning strategy and direction and ensuring it’s the right thing to do.
With purpose comes conviction too. I think this is also difficult, sticking to the plan yet be objective enough to change pending the macro landscape. All challenging.
With this in mind, I have a mission, I have a plan (which i am not sharing on my blog!). I hope this will see me through the coming months as we move towards the end of the year.