Many businesses provide vital products and services for people, but usually fail to acknowledge the true benefit their organization brings to the world, instead focusing on revenue earned instead of lives touched. If companies would evaluate their business and define their organization’s core objective in terms of real value they bring to the world, they would see their company in a different light. For example, Apple could define their objective as “Providing innovative technology to meet the needs of common people.” An ordinary farmer’s objective could be “Providing quality grain for the world.”
By defining a core objective, businesses set up a basic parameter for measuring success. If Apple’s objective is truly to “provide innovative technology to meet the needs of common people,” their success would be measured by the number of people using Apple’s products and services. A farmer who defines his objective as “providing quality grain” would measure success by the amount of grain produced, and the equivalent people fed. This gives a truer picture of an organization’s growth from year to year.
Once there is a clear picture of an organization’s true impact, they can adjust their activities accordingly. Revenue is not seen as the end goal, but a means to further grow the company’s impact. If Apple’s objective was to “Provide innovative technology,” they would focus on making their products and services more accessible for everyone, instead of getting more money from existing customers. A farmer who truly wants to “Provide quality grain for the world,” would look for long term, sustainable ways to produce more grain.
There are other factors that also contribute to an organization’s benefit to the world. The number of jobs provided, as well as charitable contributions. These can be taken into account as well, along with the organization’s environmental footprint.