Will Humphreys explains why a purpose statement matters: it's the emotional reason your company exists, separate from what you sell. His company Virtual Rockstar uses "to build and strengthen families across the globe" to guide culture, hiring, and marketing.
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The first step in building a business, after you've determined what it is you want to do, is to create a purpose statement. A purpose statement is the first step in building a company's culture. It's the first messaging in recruiting. It's the first marketing language we're going to create. And it's derived by understanding why that company exists. It has nothing to do with the service or product that we're selling. This is the emotional driver. So for example, in my company, Virtual Rockstar, we work with virtual assistants in healthcare companies. Our purpose isn't virtual assistants. Our purpose is to build and strengthen families across the globe. And the story is how we can create families in the Philippines by giving them money and resources to work with amazing Americans. We build work families with our clients over here in the United States. And then my family and my employees families benefit from all this growth. So to build and strengthen families becomes this like, ah, I feeling that I want to come work with that company. That that's why purpose statements are always the first step in building a business.
