What’s the point? How to maintain your business mojo in the face of crises and uncertainty.

In such a rapidly changing and unpredictable world, identifying an overriding purpose for your business is more important than ever. Being a greater force for good and achieving personal fulfilment are arguably just as important as pursuing profit. Here’s why connecting with your purpose is a vital part of a successful business strategy. ​ Words by Lauren Psyk.

Read time: 4 mins ​

The world is changing and the future is unpredictable. Brexit, Covid-19, climate disruption and the transition to a digital economy are just some of the more obvious challenges facing today’s business leaders.

In the face of these uncertainties, and with the daily demands of running a business, it’s easy to see how your purpose can get lost.

The urgent day-to-day pressures of meeting deadlines, finding clients and managing a busy team can often become more important than what seem like idealistic notions of ‘purpose’. This may lead you to feel a dichotomy between being true to your values and running a successful business that earns you a decent living.

​The desire to do some good, rather than chase purely short-term financial goals, is something you may end up putting aside.

And if you’re an entrepreneur or a startup, you need to achieve credibility, clients and an income quickly in order to grow your business. It’s all too easy to grasp at partnerships, projects or areas of work that don’t meet your wider objectives just to get your business off the ground.

As Andrea Collings, Director of Brighton based startup Terrier Marketing, says:
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“When we first started out, we were chasing clients who weren’t the right fit for us, just to get up and running. Eventually we realised we needed to take a step back and reconnect with our purpose. We said to ourselves: 'Hold on a minute, why are we doing what we do? We didn’t start out to work this way, we have certain values to uphold, and these have become lost.' We’re now attracting and working with clients who are the right fit for us, and we are right for them.”

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