Recently, I was asked a question that made me pause and reflect: "How are we going to make money off of you?" It's a straightforward question, one that many businesses ask when evaluating potential partnerships or investments. After all, return on investment (ROI) is crucial for survival and success in the business world. But as I pondered this question, I realized there was a more profound question we should be asking: "How are we purpose aligned?"
The ROI Question: A Traditional Approach
When someone asks, "How are we going to make money off of you?" they are essentially inquiring about the tangible benefits and financial returns that can be expected. This question is rooted in the traditional business mindset, where success is often measured by profit margins, revenue growth, and shareholder value. It's a valid question, and one that cannot be ignored. Without a clear ROI, businesses struggle to justify investments and sustain operations.
However, focusing solely on ROI can sometimes lead to short-term thinking. It can drive decisions that prioritize immediate gains over long-term sustainability and impact. This approach might overlook the broader value that a partnership or initiative can bring, such as innovation, brand reputation, and employee engagement.
The Purpose Alignment Question: A Holistic Approach
On the other hand, asking "How are we purpose aligned?" shifts the focus from immediate financial returns to the deeper, more meaningful aspects of a partnership. This question delves into the shared values, mission, and vision that drive both parties. It seeks to understand how the collaboration can create a positive impact on society, contribute to a greater good, and foster a sense of purpose among stakeholders.
Purpose alignment is about finding common ground and working towards a shared goal. It emphasizes the importance of building relationships based on trust, mutual respect, and a commitment to making a difference. When businesses are purpose aligned, they are more likely to innovate, inspire, and create lasting value that goes beyond financial metrics.
Comparing and Contrasting the Two Questions
While both questions are important, they serve different purposes and lead to different outcomes. The ROI question is essential for ensuring financial viability and accountability. It provides a clear metric for measuring success and justifying investments. However, it can sometimes limit the scope of what is considered valuable.
In contrast, the purpose alignment question encourages a broader perspective. It invites businesses to think about their role in society and the impact they want to make. It fosters a culture of collaboration, innovation, and long-term thinking. By aligning with a shared purpose, businesses can build stronger, more resilient partnerships that drive both financial and social returns.
Conclusion: Finding Balance
In the end, the key is to find a balance between these two questions. ROI is important, but it should not be the sole determinant of success. Purpose alignment adds depth and meaning to business relationships, creating a foundation for sustainable growth and positive impact. By asking both questions, businesses can ensure they are not only profitable but also purposeful, making a difference in the world while achieving their financial goals.
So, the next time you're evaluating a partnership or investment, don't just ask, "How are we going to make money off of you?" Instead, take a moment to consider, "How are we purpose aligned?" You might find that the answers to both questions lead to a more fulfilling and successful journey.
