Lesson 3 – Purpose
Change is like a journey into unchartered territory fraught with potential dangers and many challenges. Without a sense of purpose people are likely to lose heart and turn back. A compelling purpose that unites and directs people’s effort plays crucial role in ensuring you reach your destination.
It’s unlikely that we would set out on a perilous journey unless we had a clear idea of the destination. People will put up with all kinds of difficulties and discomfort if they believe the journey is worthwhile. So why would anyone try to bring about change without a strong sense of purpose? The answer lies in the reality of our working lives; projects drag on for months or years and can take on a life of their own. People lose sight of why it started or forget that other people, who have not been grappling with change all the while, may not have the first clue as to what the aim of the whole exercise might be. As a result, a clear and compelling case for change is not made and people start to complain, “It’s just change for the sake of change”. People become de-motivated and the project is in danger of being abandoned as soon as it hits difficulties (a certainty for any important initiative).
In Jamie Oliver’s American Food Revolution there are many occasions when a sense of purpose comes to the fore. Jamie is clearly a man with a mission and does his utmost to convert others to his cause. In Episode 3, Part 2 (1 minute 20 seconds onwards) there is a particularly moving scene when the kids who have volunteered to champion healthy food in their high school explain their motivation for instigating change. Click the photo below to view the video sequence.
It’s a tricky business articulating a clear and compelling purpose for change. But the effort is worthwhile as it aligns people’s efforts and motivates them to rise to the challenge. It also empowers them by setting out an end goal without dictating how they should get there. That’s why Purpose is the 2nd of The 5 Forces of Change.
