Purpose & Narrative: Peas in a Pod

Where mission and vision are often expressed as pithy statements, and strategy as planning documents and gantt charts, purpose is packaged within narratives and internalized through everyday stories and language.

Director of Deloitte’s Centre for the Edge, John Hagel, writes:1

Narratives are a means of carrying ideas into action by creating “golden threads”... which set new norms for ways of thinking and behaving. Where mission, vision and value statements speak to what an institution does and how, a narrative gives form to who an institution is and the collaborative journey it is on with stakeholders. A narrative is not the same thing as a brand. Although a narrative can inform a brand, narratives go deeper to situate ideas within a historical and philosophical context.

Cuong Hoang, advisor to Mott Philanthropic and guest on the podcast episode ‘Purpose Stories’, argues that philanthropy has an especially important role to play in giving voice to those golden threads. Cuong shares,

Hoang has worked alongside the Chorus Foundation as it moved from a focus on addressing climate change to one concerned with "just transitions." Just transitions refers to a collective journey from an unsustainable society to a sustainable one, and has not only offered a new sense of purpose but also a significant shift in narrative. In this new narrative Chorus Foundation concerns itself holistically with social, cultural, and economic pillars, in addition to the environment. It regards workers in polluting sectors as collaborators and stakeholders in the work. And it acknowledges that the work to be done is not about flipping a switch but architecting a process that fair and responsive to stakeholders, especially those with little power in the current system.

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  Narrative, or stories, are vessels for organizational purpose.

  Organizational narratives can also name, frame, and explain issues in a way that open up possibilities
  

Experiences & Observations

Are you aware of common narratives that are nurtured, or persistent, at a foundation you are close to?

Reactions & Impressions

Which of the narratives to which you are exposed do you react to most? Take inspiration from?

Questions & Hunches to test

In philanthropic contexts, keep an ear out for narratives, and write them down. Later, re-read and ask yourself what they convey about purpose.