How To Live Your Purpose in Times of Crisis: 6 tips

The economy – and world in general – is in turmoil. Covid-19, political unrest, volatile markets, climate change, a complete new way of working… It takes a lot of time and energy just to keep your business afloat. So staying focused on your purpose and committed to executing your vision might not be your first priority. But it should be. This blog will highlight how to live your purpose in times of crisis and change.

Now, more than ever, your customers are looking for guidance. You are in a unique position to help them overcome this crisis and find their own way forward. But how to continue living your purpose and executing your vision under rapidly changing circumstances and ever-increasing pressure?

Your purpose defines your reason for being. This is true for people, as well as for companies and brands. It shows how you strive to be unique and have a positive impact on society. And in these times, we are all looking for sparks of hope as a dark winter potentially approaches. So now, more than ever, the answer to the question ‘Why do you exist?’ deserves your full attention. 

But that is not enough. You also need to figure out how to demonstrate you are living your purpose in your everyday decisions and actions. As your audience – and the planet – needs it.

“When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible. ” Howard Schultz, CEO Starbucks.

Or perhaps even an obligation, as governments face mounting problems of their own and regulation takes time. Whatever your motivations, leading with vision and purpose will allow you to stand out from the crowd, gain credibility and loyalty from your audiences, deliver superior financial returns while also being a force for good. So why would  you not?

It is not always easy to keep on track and focus on living your propose, when you might be struggling for survival in a crisis. Or perhaps you are revising your strategy fundamentally and driving transformation. And of course, your company might be thriving, but being too busy responding to the market and running after opportunities without a plan is not always the best place to be long term. Then again, perhaps you are just trying to respond to customers who might be fighting for their future themselves.

But in each of these situation, opportunities lie. By showing you understand what is at stake, and how your organization or brand is helping your customers, employees, stakeholders or – why not – the world at large to move forward, you might gain long-term appreciation and value.

Now that you know how to live your purpose in times of crisis and change, take the opportunity to examine your purpose closely and adjust where needed. Clarify your purpose for all stakeholders if you have not done so before.  Revisit the strategic choices you made in a different time and reallocate resources. Understand the needs of all parties involved, from employees to customers, from investors to suppliers, and build on your strengths to fulfill them. Double down on your strategy, and ensure all are aligned and can rally behind it. And above all: believe in your purpose and continuously execute against it, all the time, everywhere.