Amidst our global pandemic, you would be justified in thinking that very little, if anything, is clear about how to lead your company. Nevertheless, while nothing has prepared us adequately for this current chaos, some fundamental facts persist. And leaders must act on them now.
Our stakeholders expect us to contribute to the well-being of society.
Society expects your companies to respond to the pandemic. And your actions as leaders will have a significant impact on whether your companies not only survive in the short-term, but thrive for the long-haul.
Jerry Abrams, Envisioneer at the Center for Creative Leadership and Senior Fellow with the Center for Leadership in Global Sustainability, once told me, each organization, its leaders, members, and external stakeholders must make a fundamental decision. Do they exist for the benefit of society, or does society exist for the benefit of them?
The answer is straightforward in the context of this crisis:
Our fates are inextricably connected. Every person and all institutions play a role in our collective well-being.
Your customers and communities expect you to step up to the current challenges. And your employees want to help.
Now more than ever, your company’s immediate survival and long-term success depend on your conscientious behaviors.
Recommended Actions:
- Identify and apply your company’s capabilities or assets to address a pressing pandemic-related need.
- And, while you are at it, assess how you might transform this product or service into a longer-term offering.
Mission-driven companies succeed over the long-term.
Now is the time for every company to commit to a purpose beyond profits. And pithy purpose statements are not enough. You must clarify how that purpose guides your decisions and actions, both immediately and in the future.
The evidence to date is clear. Companies that incorporate an authentic purpose beyond profits into their business models are more successful than others, over the long term.
As you communicate and act on your purpose, you build trust with your stakeholders. By reaffirming your mission and values, you give stakeholders, such as employees and customers, a reason to believe in you and your company.
And remember, an authentic purpose must show up in actions. Make sure that your behaviors match your messages. Do not promise what you can’t deliver. Be honest about the challenges you face. However, emphasize those things you can guarantee and follow-through on the commitments.
Recommended Actions:
- Reaffirm your purpose.
- Communicate how it is guiding your decisions and behaviors.
- Give specific examples of recent acts that align with your purpose.
Your employees want to engage with you in seeking solutions.
Our data from ten plus years of research show clearly that most people in the workforce want to make a difference. They wish to contribute to their company’s success and the well-being of society.
The need to become part of the solution is especially acute now as stress threatens to take over our lives. The search for answers may reduce the feelings of helplessness and anxiety that plague so many.
What better time than now to enable your employees to help find answers to the many dilemmas confronting us.
The conditions we face are unique and require inventive approaches. As your employees bring their various perspectives to the problem-solving process, brand new and better alternatives can surface.
As McDonald’s founder, Ray Kroc, once said, “None of us is as good as all of us.”
Recommended Actions:
- Create forums for employees to participate in problem-solving.
- Give employees a way to act on the organizational and societal challenges.
- Include opportunities for both top-down and bottom-up initiatives.
- Remove barriers that could inhibit impact.
Finally
None of us is comfortable during a crisis, especially one this severely threatening.
Yet in the middle of the many threats are opportunities. Work to exceed the expectations of your stakeholders. And engage your employees in finding solutions for navigating this crisis while building long-term capacity and resilience.
Proclaim and demonstrate proudly that your company exists to benefit society.
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Or just want to learn more about developing a Sustainable Culture?
