How Higher Purpose Liberates Conscious Innovation in Business

How Higher Purpose Liberates Conscious Innovation in Business

Author: Mauricio Goldstein is a founding partner at Corall consulting in Sāo Paulo  Brazil. . He is an international speaker, specializing in innovative organizational models and a co-founder of the Conscious Capitalism chapter in Brazil.

Today we know that innovation enables companies to grow and be successful in their markets. In fact, it’s also one of the best ways to express your purpose in the world. Innovation is the essence of life. It’s the way to adapt to our environment as we  survive and thrive in changing contexts and conditions.  

In this post, I want to specifically explore how the tenet of  Higher Purpose can generate innovation.

Human beings are naturally innovative. We are motivated by passion and belonging   and, when offered a nourishing context and resources, we express our passion through creativity as a way to serve and improve our community. Creativity and innovation are natural human attributes and expressions of our consciousness.

Realizing this, we are led to the question “How do we create organizations that liberate this natural potential that we all have?”

How a Boldly Creative Purpose Comes to Life

The way we think, relate to others, learn and organize ourselves in a company either enhances or reduces the creative drive. When employees feel that a company has a bold purpose, their ideas are welcome, there is an environment of collaboration and trust. They believe they can experiment (and even make mistakes). Then they are willing to contribute and build something different together. It is as if there is a special energy in the air, a frequency that favors innovation.

The four tenets of Conscious Capitalism (Higher Purpose, Stakeholder Orientation, Conscious Culture, and Conscious Leadership) are fundamental building blocks for promoting and sustaining the frequency of conscious innovation.

Purpose-centered organizations start with a founder and a dream. The dream expresses a cause and purpose  the founder is passionate about. If employees sense that the organization’s purpose is authentic, they will be attracted to the company and gather around the purpose, energized by the idea of bringing it to life. Customers will identify with the purpose as well and seek to experience it through the products and services. The community around the organization will see itself as a key component of the purpose and recognize its mutual benefits.

The organization’s purpose is the reason for its existence and the agent that brings it all together. By consistently communicating and activating its purpose, the organization can reach its goals and achieve success organically.

Growth Can Sometimes Compete With Purpose

As organizations grow, leadership can get too focused on operations or on short-term results and forget their reason for being. When that happens, leaders and employees lose energy. Innovation is stifled, and the organization loses its strength.

When this happens, it’s time to reconnect to the organization’s essence and purpose. This is what touches the minds, hearts and souls of team members and stimulates conscious innovation.

Keeping Purpose at the Heart of Innovation

It’s critical to stay committed to your purpose as the marketplace changes. Here are some practical steps to keep purpose at the heart of innovation in your organization:

1)   Consistently look at your work and make sure your purpose continues to show up and inspire people. If not, bring your stakeholders together to recover the purpose that has meaning and relevance to your area or institution.

2)   Design your organization to be more innovative starting with your purpose as your foundation

3)   Tune in to this creative frequency, and liberate the human potential of your employees.

4)   Be sure to  welcome different points-of-view from people at all levels of your company. New ideas don’t just come from your leadership.

5)   While marketplace volatility is challenging, it keeps you on your toes. Use your purpose as a guide to respond to market forces, and quickly.

While you’re at it, don’t worry, have fun, be happy!


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