Purpose over performance
While wanting to see results and drive performance is necessary, it should never compromise purpose.
We all do it. We have the tendency to prioritize results or taking on projects that might not align with our goals or values—all in the name of profit or performance.
Don't get us wrong, there's nothing intrinsically wrong with striving toward goals, seeing results and making money. But we believe it can create a disproportionate balance of your brand and values when it's not sought through the lens of your purpose.
Your purpose is quite literally the reason why you do what you do. It's the motivation behind your actions, your intention, and comes from your identity. These might sound like lofty words, but we promise that once you know and understand your values and the intent behind your work, it makes decisions easier and your path more clear.
Putting performance in perspective
When your values are determined and you set some clear motives behind your business, creative work or brand, then you can assess which metrics truly matter to your company. Maybe it's a rich email list with and engaged audience, or more sales for your online store from like-valued customers, or simply people who engage and learn from your content. Seeing marketing tactics through a lens of your ideals helps you use strategies for what they are; tools.
3 things to ask yourself
Not sure how to start figuring out your purpose or what value-aligned performance should look like?
Why did you start your business?
Did you see a need that you decided to fill? Are you creating a product that you yourself find value in, and thus can offer value to others? Are your services in fact seen as a service to others rather than giving them something they don't need? Start with your why.
What drives you?
Meaning, what motivates you to keep your business alive or start a business in the first place? What keeps you going when the work inevitably gets hard and unglamorous. What's the payoff? Knowing you're helping others, making a product that solve a problem? Figure out what fuels you.
What do you want to accomplish?
If you immediately think of making more money, pause. Yes, we all need money to survive and sustain a business. But it can't be your only goal. Do you want to ultimately see better design in the world? Tell untold stories? Shine light on injustice? Correlate your goals to metrics. Gain more clients for your design. Connect with your ideal audiences. See your shared stories actually get views and engagement, increase your numbers on website or video views. Those are performance indicators that you track all the way back to your purpose.
Once you can visually map out metrics that stem from your identity, it becomes easier to focus on a handful of meaningful performance cues rather than a dozen that may or may not be helpful.