How Actions Demonstrate Commitment to a Business Purpose

Photo representing How Actions Demonstrate Commitment to a Business Purpose

A business purpose can set a company apart from its competitors and gives its people a sense of direction and meaning in their work. However, for a company to be truly successful, it’s essential for its people to be fully committed to its purpose. In this article, we’ll explore how peoples actions can demonstrate commitment to a business purpose. We will also discuss why this is so important for the success of the company as a whole.

Why actions are important.

Actions speak louder than words. This is especially true when it comes to demonstrating commitment to a business purpose. When an organisation is genuinely committed to its business purpose and its associated values, the decision making at all levels will be influenced by the business purpose.

Leaders make the most powerful decisions because these decisions set the long-term direction of the organisation. In addition, these decisions send a clear message to everyone, both internally and externally, about how seriously the purpose and values are being taken. Consequently, it is important for leaders to lead by example and always act is ways that support the business purpose.

When people are truly committed to the company’s purpose, they will consistently take actions that support it. This can include taking ownership of their work, delivering high-quality results and actively seeking out ways to improve processes and contribute to the company’s success.

People who demonstrate a strong commitment to a business purpose are also likely to exhibit a positive attitude and be willing to go above and beyond in their work. This can create a positive work environment and foster a sense of teamwork and collaboration.

When a company aligns its employees with its purpose and the employees demonstrate their commitment through their actions, the business reaps numerous benefits. Some of the most significant include:

  • Increased employee satisfaction and engagement.
  • Improved customer relationships.
  • Enhanced company reputation.
  • Better financial performance.

Inaction can be just as important as action.

As discussed, actions are an important benchmark for how seriously a business purpose is taken in an organisation. However, not taking action can be just as important in supporting the business purpose.

Sometimes it is  you decide not to do that demonstrates an organisations commitment to business purpose most strongly. This is especially true if taking a decision not to do something has a negative effect on the organisation’s bottom line. This supports the view that purpose is not about making money. The financial, and other potential negative impacts on the business, are, however, likely to be short-term in nature. The long-term advantages are likely to outweigh some pain the short-term.

These decisions may seem extreme and perhaps illogical to the uneducated observer. However, they send a very clear message that the organisation is committed to its purpose and values.

So what might a company decide not to do in order to support its business purpose? An  example would be to stop working with customers and suppliers whose purpose and values do not fit the company’s business purpose.

It is important to note that we are note saying that organisations should only work with customers and suppliers who share the same purpose.  We are, however, saying that an organisation that is serious about their purpose should not work with people and organisations who act in ways that conflict with their purpose and values.

Worked example.

A financial services company has a business purpose “to help people live their dreams through creating long-term financial security, working with honesty and integrity“. They currently work on an incentive basis to recommend particular products. While this may make money, it is not aligned with their purpose.

Abolishing all incentives and rewarding people who provide the best advice to their clients will align them with their business purpose. This decision will hurt the bottom-line in the short-term since they may not receive the best financial rewards from the product suppliers.

It will, however, have a positive impact in the long-term. Clients will receive better advice and better service. This will result in more loyal clients and an increase in the number of clients their referrals as well as an improved reputation. All of these will combine to improve their performance, as well as underlining their commitment to their business purpose.

Hopefully you will now see that taking decisions not to do something, based on your purpose and values, will not only reinforce your commitment to your purpose and values but will benefit your organisation in the long-term.


In conclusion, demonstrating commitment to business purpose through actions is critical for the success of the company as a whole. Employee alignment with company goals, values and supporting actions creates a positive work environment, builds customer trust and drives business success.

In addition, not taking action can also send a strong message about a company’s commitment to its purpose. An example of this may be to choose not to work with a customer whose values are at odds with those of the company.

By focusing on demonstrating commitment through actions (and inaction), companies can set themselves apart from their competitors. This will create a competitive advantages that will help the company achieve and maintain long-term success.


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