Recently purpose driven performance has become a topic of substantial interest. More and more companies are realizing that profit alone is not the core area of interest, involvement of stakeholders and social cause is also of interest. Some of the key factors affecting purpose led performance include Role clarity, employee involvement, Meaningful values, shared vision etc when it comes to organizational performance. Especially when organizations are transitioning with rapid mergers and divestitures building a purpose driven performance is of paramount importance. There are many ways by which such culture can be imbibed be it setting up of frequent connects, communications channels or making the employee contribute to organizational vision with surveys and feedback sessions.
With the implementation of digital technologies companies can as well get into the path of building a purpose driven performance whether be it organizational transformation or ensuring sustainability or social cause or even aligning diverse cultures originated by mergers, which holistically takes into consideration the employee wellbeing, environmental sustainability or even economic growth. Whether such implementation is for companies operating on chemical business or even agriculture business the nature of drivers can easily be identified and chalked for the future of the organization.
Now lets try to decipher the details of the digital transformation by assessing the basic items like building the customer base like taking the customer to the front with a two way communication, who not only help in making the purchases but rather influence how a product needed to be designed with a shared vision of anticipated economic value to the customer. Building networks of customers will help organizations build a common purpose with a involvement of says producers and consumers for example in case of an agriculture sector. These customers can be even your external stakeholders or even within the business, i.e., employees.
Besides above purpose driven performance can also be achieved by value proposition like identifying the anticipated customer changes and opportunities for the organizations. As it is quoted many times true fulfillment comes not only from doing what is required for organizations in staying ahead of competitors but also changing the lives of the customers, employees. Such changes not only are humane but rather can also be environmental improvement like putting the environment first concept. Reducing the usage of plastic and ensuring circular economic principles or waste reduction strategies, air pollution or emission reductions technologies and decreased water / wastewater usages.
Above organizational transformation can be achieved by removing the technological barriers like implementation of digital technologies. Be it the implementation of Sensor systems which can improve your pollution levels and warn you well ahead of time or churning huge amounts of data for analysis to derive insights, reducing the reliance on technologies which release carbon. Now coming to making the employees engaged more into the culture implementation of technologies for millennial’s like introduction of mobility, easy and free access to information within the organization will help a lot. With those means employees can easily build shared vision to the anticipated company future, will get a platform for getting involved in organizational goals.
These purpose driven performance when implemented and strategized properly will outperform competition and will help not only economic but also social cause which will increase shareholders values and employee satisfaction. To conclude embarking into the journey of making social performance ahead of organizations goals is not a straightforward scenario and companies needs to plan carefully and convince internal and external stakeholders into right set of use case for implementation.
The digital case for building purpose driven performance for an agriculture company for example include Development and communication of Weather and Climatic Data exchange, ability to help in assessment of Soil Management scenarios, Crop Management, Land use management, Support for Weeds remediation, help in farmers insurance management and finally platform-based Farmers decision Support systems for single place for management – taking a quote from Late Prof. Sumantra Ghosal – In an environment of global competition, technological discontinuities, and intense capital market pressures, companies have to continuously renew and transform themselves.