I don’t know what our higher purpose is. Help!

Dear Aunty B,

I read a blog on SmartCompany which inspired me to have a competition and ask my staff: “What is our higher purpose?” with a bottle of Grange for the best answer.

Unfortunately, the whole thing was treated as a bit of a joke. In fact it ended up in a completely irrelevant brawl between our two Christian staff members (a happy clapper and a devout Greek Orthodox) and the rest of the group who think Born Again is the name of a rock band about what higher purpose means. (Don’t go there.)

I subsequently have found it very disturbing that no one at our company really understands the benefit that we bring to society. In fact, not only do they not understand but they are positively cynical. Now I am wondering if there are some industries that don’t have a higher purpose as such and we should look to brand ourselves on other ways. Maybe we should be purposeless and proud. We are in advertising by the way.

Please help,
Purposeless and proud

Dear Purposeless and proud,

Well, that was good for a laugh. I put it down to the Grange. Too long-term. Should have made it an iPad 4 and they would not have got so distracted.

Look, consider it the start of a fruitful journey. Of course you must have a higher purpose. All great entrepreneurs can express the higher calling. Take Craig Lovett who runs Cleanevent. His staff pick up garbage. But from day one they go to work understanding that they are assisting Australians to make the most of their leisure events by enjoying a clean environment. How important is that? Right up there on my list of higher purposes.

A higher purpose comes from your passion. What is it you are passionate about? No, you are not just passionate about creative execution. You are passionate about helping your clients solve their problems. What higher purpose is there in life?

Be smart!
Your Aunty B

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