Whether as a team or as individuals, we all seek meaning in the work we do. Defining a clear purpose for your team not only provides direction but also unifies efforts, boosts motivation and engagement, and enhances collaboration by aligning everyone with a shared understanding of why the team exists.
As we approach year’s end, it’s an ideal time to establish this purpose, creating a foundation for goal-setting that will guide your team in 2025. Not only does this strengthen collective focus, but it also encourages individuals to reflect on their own long-term purpose, inspiring growth beyond their current roles.
My hope is to guide leaders in building a purposeful foundation to start 2025 strong.
Highlight Proximity to Impact
When employees feel close to the outcome of their efforts, they grow more invested in the process. As leaders, we can support this by encouraging employees to stay connected to their “proximity to impact”—how what they do advances the company’s mission and purpose.
Consider the following strategies:
Help Employees Understand Their Ripple Effect
Invite your reports to reflect on their impact, connecting the dots between their daily responsibilities and the company’s success at large. You can even set aside time to help team members map out the connection using a visual aid [Note: I use a simple infographic with a stick figure to represent the employee and thought bubbles where they can write in daily tasks and reflections on how they connect with the larger organizational mission and vision.]
Enhance Cross-Department Visibility
At times it can be difficult for staff to see their full impact without understanding how different parts of the company connect. Creating opportunities for cross-functional connection, so team members can learn more about other departments or functions, can help make work feel more meaningful by offering context as to how it fits into the larger vision.
Provide Concrete Examples of Impact
Tangible outcomes make a big impact. Share specific stories or metrics that highlight how employees’ work has made a difference, whether through customer feedback, project milestones, or improvements in product quality. Celebrating these successes can help staff feel closer to their impact.
Highlighting proximity to impact is about empowering team members with a clear sense of purpose in every action they take. Invest in this process, and your team will come together to achieve more focused goals.
The “Golden Circle” of Purpose
In his famous TED Talk, author and speaker Simon Sinek said, “People don’t buy what you do; they buy why you do it.” He introduces the concept of the Golden Circle—a model with three layers: what, how, and why, with why at the center. He explains that while most companies focus on selling what they do (e.g., “We offer ten different computer models”), more forward-thinking companies start with why they exist (e.g., Apple’s mission statement: “To bring the best user experience to customers through innovative hardware, software, and services.”).
Which approach resonates more?
The truth is, we make decisions based on emotion, from our limbic system (our “feeling” brain) rather than from our logical brain. We may try to think things through, but at the end of the day, instincts and gut feelings lead the way. When leaders can connect their team to a shared why, it taps into a sense of purpose that goes beyond simply completing tasks. It motivates from within.
So, what’s your team’s why?
What’s Your Team’s Connection Question?
Jim McCann, CEO of 1-800-Flowers, would ask his employees, “What are you doing right now that is selling more flowers?” He called it the “connection question.” In my work with teams, I also invite participants to identify their “connection question”, as a reminder of their purpose, the why behind their work.
Here are some cues to use when asking employees to identify their connection question:
- What impact do we want our work to have on the organization and those we serve? This helps clarify the team’s broader role in fulfilling the organization’s mission.
- How does each role within our team contribute to our overall purpose? Encourage team members to reflect on how their daily tasks align with and drive the team’s purpose.
- What problem(s) are we solving, and who benefits most from our success? Highlighting beneficiaries can help personalize the team’s goals and enhance motivation.
- How can we measure our success in fulfilling our purpose? Invite the team to identify key metrics or milestones that reflect progress toward their purpose.
- How do we want to be remembered by our customers, colleagues, or industry? Considering the legacy the team wants to create can inspire a future-focused mindset for the new year.
These prompts can help teams connect their daily efforts to a bigger picture, reinforcing purpose while motivating them for the year ahead.
Conclusion
As you and your team transition into a new year, grounding your goals in a sense of purpose can transform the way you work together. By clarifying each person’s proximity to impact and defining a collective connection question, you’ll set a strong foundation for 2025—one that empowers and unifies everyone involved.
Remember, purpose isn’t a static goal; it’s a continuous source of motivation, guiding each decision, project, and collaboration. When leaders make purpose an integral part of the team’s mindset, the results go beyond metrics—they show up in greater engagement, resilience, and fulfillment across the board.
Click here to watch the Sinek TED talk.
Here’s to a purposeful and impactful new year.
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