Mark Deavall

MD of Merit Business Institute | Management Coach of 3000+ managers

CEO's Without Purpose are just Overpaid Managers

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Let’s be blunt: if your business lacks a clear, compelling purpose, the fault lies with you, the CEO. You’re not just a decision-maker or profit-chaser; you’re supposed to be the visionary who breathes life into your organization’s heart and soul. And no, that’s not just a lofty ideal—it’s your no-excuses responsibility.

Here’s how you can stop being an overpaid manager and start leading with purpose:

Step 1: Define the Purpose.

Sounds simple, right? But a lot of CEOs fall short here. Your company’s purpose isn’t some vague value statement slapped on a website. It’s the deeply authentic "why are we in business" that drives everything your organization does. Your job is to get this message across in a way that inspires every single employee to buy in. No fluff, no jargon—just a purpose so clear and compelling that it sparks action.

Step 2: Embed Purpose in Everything.

Purpose isn’t a decoration; it’s a driver. It belongs in your company’s policies, daily practices, and every decision made. From hiring to product development to customer service, the purpose must be the filter for everything. Anything less, and you’re just pretending.

Step 3: Lead by Example.

Here’s the reality: your employees are watching you. They’re looking to see if you really live the company’s values or if you're just paying lip service. Consistency and authenticity in your actions are non-negotiable. If you’re not leading with purpose, neither will they.

Step 4: Keep Purpose Front and Center.

Purpose isn’t a one-and-done conversation. It’s a constant drumbeat. As CEO, you must regularly check in on how the company aligns with its purpose. Celebrate wins, address missteps, and recalibrate when necessary. Purpose is the heartbeat of your business—keep it beating strong.

In short, your role as a CEO is not just to steer the ship but to ensure it’s fueled by purpose. When you get this right, you’re no longer just managing; you’re inspiring. And when people are motivated by something greater than profit, long-term success becomes inevitable.

By Mark Deavall

Mark Deavall

If you would like to talk to me, please call me on +2782 465 5481 or email me on markd@markdeavall.com

 

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