Between Vision and Execution: The Purpose of Purpose

by | Oct 4, 2022 | 0 comments

When laying out a plan to accomplish and attain your business’s vision (ultimate goal) start by asking “Why”.  What is the purpose of what I am trying to accomplish? Then, more importantly, how do I execute that, Purpose

I find that many companies struggle to find their purpose and thus never succeed in executing their vision. There exists a gap between vision and execution of purpose!

What Comes First

Delineating and clarifying your purpose is your starting point – now you have to execute. That execution has to be translated into an action strategy, with operational steps, value proposition development, and branding initiatives.

Business leaders start with Why but fail, in many cases, to effectively execute the purpose and many don’t see it as relevant to their success – they are wrong! They see purpose as an ideal outcome that is not achievable, so they default to typical business priorities. However, leaders that use purpose to clarify priorities, inspire action, and produce long and far-reaching value are the big winners.

Therefore, motivation matters. Are you deeply committed to your purpose? If so, you will have the drive to execute the vision and the why will be answered.

Type of Purpose

Make sure you have a single purpose. Ensure that your vision (mission) and your brand vision have only one single over-reaching purpose. Remember…nothing comes easy. You must put in the hard and sustained work that execution of purpose requires. Those leaders that do will attain the success and results they had visioned.


By Jim Lavorato

Jim Lavorato is the founder of 4M Performance which is designed to assist businesses to survive and thrive in these uncertain times. Jim launched an entertainment-related company in 1988. He was at the forefront in cinema technology and helped spearhead the movie industry's transition to digital presentation and distribution. He also co-founded the Arboreal Group, an environmental consultancy. He has published articles on the motion picture and media industries and is a contributing editor for ScreenTrade magazine and writes a blog "Cinema Mucho Gusto". He is a certified SCORE Mentor in the SCORE Greater Phoenix Chapter and lives in Scottsdale, AZ. Learn more about Jim in his "About" page.

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