Purpose-driven leadership aligns an organization’s decisions and operations with a core purpose that extends beyond profit. It connects employees’ work to a greater cause, fostering engagement, commitment, and meaning. When leaders adopt this approach, whether it’s their personal purpose or the organization’s purpose, it becomes their North Star, guiding them even in the most unpredictable and chaotic situations.
In this article, we will explore how leading from a place of purpose offers leaders and teams a sense of stability when faced with these uncertainties.
How Uncertainty Impacts Employees & The Role of Leaders
External changes often leave employees grappling with uncertainty about their immediate future, triggering an emotional rollercoaster that deeply impacts well-being. Feelings of fear, stress, negative thinking patterns, and loss of control are common responses. From an organizational perspective, this can disrupt trust, collaboration, and productivity within teams.
Enter the role of a leader in creating spaces of stability for their teams.
In a PWC study on change management, findings revealed that 64% of employees wait to be told by leaders what to do during change. Leaders may default to rethinking strategies, implementing new processes and systems, and establishing crisis management committees or contingency plans to provide a sense of internal control.
However, leading through uncertainty calls for leaders to be attuned to the psychological impact on employees and to balance both the psychological impact and practical aspects of the external changes. Leading with purpose means fostering a culture of belonging, connection, and meaning, enabling leaders to inspire a positive vision of the future and remind employees of the deeper value behind their work.
What Purpose-Driven Leadership Looks Like in Practice
One leadership development company worked with executives around the world to help them identify their purpose(HBR). One of those leaders, Dolf van den Brink, CEO of Heineken USA, identified his purpose as “To be the wuxia master who saves the kingdom,” inspired by kung fu warriors and the realization that he, too, revels in high-risk situations that compel him to take action. During economic difficulties, he used this purpose to guide Heineken’s revival strategy, fostering clarity and resilience within his team.
Another example was during political unrest in Egypt, where a factory director leveraged his purpose, “Create families that excel,” to persuade employees that they should honor the 2012 revolution by maintaining their loyalties to one another and keeping their shared operations running.
We see from these examples how leading from a place of purpose provides a clear sense of direction that aligns teams, inspires decisive action, and maintains focus on shared goals enabling leaders and teams to adapt and thrive even in volatile environments.
How can you embody purpose-driven leadership?
Stability in uncertain times is essential for teams to feel safe and perform effectively. Leaders can create a sense of stability through daily purpose-centered practices and mindsets:
Be explicit about your “ why”
In team meetings, internal comms, and even individual conversations with employees always remind them of the company’s purpose. For example, if you’re making a strategic decision or starting a new project, explain to them how it links to the company’s broader purpose.
Create a space for vulnerability and openness
Go the extra mile during times of uncertainty to check in with your team daily about their feelings and mental health. A simple way to do this is to start your meetings by asking “How are you, really?” Make them feel safe to share by openly sharing your response first, before opening up for others to contribute.
Reframe perspectives and focus on what Is in your control
Help teams focus on what is within their control and view uncertainty as an opportunity for growth. For instance, acknowledge external challenges like market volatility, but emphasize actions the team can take, such as improving customer service or innovating solutions.
Stay mindful of the present and celebrate wins
Highlighting short-term achievements tied to the organization’s purpose keeps teams motivated. For example, Cosmic Centaurs fosters gratitude through a "Gratitude Jar" Slack channel where employees share messages of appreciation and positive feedback, creating a sense of connection and purpose.
Purpose-driven leadership is not just a tool for navigating uncertainty—it’s a fundamental approach to creating resilient and thriving organizations in any circumstance. As Mr. Yasser Joharji, CEO of AlNahdi Medical Company, one of the region’s largest chains of pharmacies, shared in our 2024 Cosmic Conference his perspective on purpose:
"Set a clear North Star by knowing your intentions, your values, and your purpose. This will not only provide stability and a sense of direction in difficult times but offer a decision-making framework in every leadership challenge.”
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