How to Identify a Clear and Compelling Purpose

In this talk, Neil explains that a team is only a team if it has a “clear and compelling purpose”, and covers how to solve the problem of a lack of purposefulness in a team environment. Using Von Clausewitz’s first principle of war, ‘Selection and Maintenance of the aim’, Neil references the historical campaigns in Vietnam, Iraq and Afghanistan, where lack of clarity of the aim led to strategic disasters.

In the workplace, the principle is similar, as Neil states that in organisations without a defined purpose, people will have an unclear idea of the purpose, leading to many individual versions of purpose working against one another, creating a sense of friction within the team. Neil provides the solution to this problem: for the leaders to clearly define the main purpose, making sure everyone is aware of it and understands it.

The main purpose must be clear and compelling, and to motivate the team, it must be emotionally engaging. Neil suggests that you define what it is you are trying to do and why. He explains the role as leader to regularly discuss the purpose, referencing it in every branch of the organisation. This will generate excitement towards achieving the goal, and improve effectiveness in your team.

To close the talk, Neil asks you to consider how clear and compelling the purpose of your team is. If on reflection it is not, he urges you to use these tips to help develop your team’s purpose.