They love what they do. They understand their purpose.
Here's what Jeanne, one of the bookseller's at Maria's said about purpose:
"After 20 years in the world of bookselling, I believe more than ever, that people come in our store for a human interaction- for a point of connection. I get to be that point of connection. Our booksellers get to be that point of connection. Those interactions have the potential to change lives- mine, ours and those of our customers. How could you not be inspired by that potential?"Purpose is understanding why you do what you do. It's understanding the need that was fulfilled by starting the business. When everyone in your business understands that core principal and how their specific job is important in achieving it, morale is naturally high. As these booksellers pointed out, they "get" to work with customers and each other. They don't "have" to do it.
I'll repeat: they love what they do because they understand the purpose of the business.
When employees don't understand the purpose of a business, other than it's there to sell things or services, that they are there to make money for the company (because the company mistakingly equates making money with purpose) and to take home a paycheck, work becomes drudgery. They "have" to be there. They probably don't love what they do (the majority of employees in the United States say they hate their jobs), and morale is low. Employees with low morale only do what they "have" to do to keep their jobs and collect the next paycheck.
How much better would your company be doing if morale was high? If your employees loved their job? If they understood their role in the purpose of your business.
Like I pointed out in the previous post, most mission statements don't inspire. But, understanding purpose, the entire reason the business exists, and why the role they play is important to that purpose, helps them understand how what they do matters. That's why you need a Purpose Statement.
In the next post, I'll pose some questions to help you think about and understand the purpose of your business.
Related Posts: You Don't Need A Mission Statement, You Need a Purpose Statement
Find the Purpose of Your Business