Craft a Measurable Company Purpose

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A company's purpose should be clearly measurable. Why? Because measuring something draws attention to it.

Through our products, people, partnerships and technologies, we aim to help enable a decarbonising world, while maintaining our focus on capital discipline, pursuing growth, and delivering attractive returns to shareholders … Building even stronger relationships with our customers, partners and local communities will be an important part of this journey, and something that I am particularly passionate about.

You’ll have your own industry language for stakeholders, of course, and you should stick with that, e.g., “clients” or “patients” or “students” instead of customers. Also, not all five categories of stakeholders from the Business Roundtable will be relevant. For example, if you’re a not-for-profit or volunteer organization you probably won’t have shareholders. If you’re a professional service firm, suppliers may only provide incidentals and hence not be key.

In fact, of the eight large Australian companies I looked at, only one, Woolworths, provided a full house of stakeholder measures. As shown below, they tracked three for each of the Business Roundtable five stakeholder groups. Customer metrics, for example, included a net promoter score, employee metrics included a diversity rating, and communities metrics included a carbon emissions and recycling measures.

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I’m not sure about the use of a mining company as an example here. If I was using this in a class I would have to mention criticisms of the sector which are not addressed here.

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