{"id":3693,"date":"2021-05-05T00:29:42","date_gmt":"2021-05-04T23:29:42","guid":{"rendered":"https:\/\/www.fullo.net\/blog\/?p=3693"},"modified":"2021-05-05T00:29:42","modified_gmt":"2021-05-04T23:29:42","slug":"purpose-driven-company-cultura-aziendale-e-okr","status":"publish","type":"post","link":"https:\/\/www.fullo.net\/blog\/2021\/05\/05\/purpose-driven-company-cultura-aziendale-e-okr\/","title":{"rendered":"Purpose driven company, cultura aziendale e OKR"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sinek, durante un Ted Talk, diceva: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cProfit isn\u2019t a purpose. It\u2019s a result. To have purpose means the things we do are of real value to others.\u201d<\/p><cite>Simon Sinek<\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">In un mondo in cui  il principio d&#8217;essere di una azienda si sta spostando dalla quantit\u00e0 di denaro lasciata agli shareholder all&#8217;aumento sistematico del valore per gli stakeholder (di cui gli shareholder sono una parte), quella frase deve essere impressa nella testa di ogni imprenditore che si rispetti.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Spieghiamoci meglio, non sto dicendo che le aziende debbano rinunciare ad essere profittevoli e rilasciare dividendi, ma che per raggiungere questo risultato non perdano di vista il problema da risolvere per cui sono nate, o quello per cui si sono evolute, e che non cerchino di raggiungere il profitto impoverendo l&#8217;ecosistema all&#8217;interno del quale vivono ma, al contrario, portando un impatto positivo ad esso. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una azienda che punter\u00e0 solo al profitto immediato avr\u00e0 di fatto una visione miope e raramente riuscir\u00e0 ad adattarsi a cambiamenti, sostanziali, del mercato. Tutto questo deve essere affrontato anche prima di parlare di temi pi\u00f9 complessi come quelli correlati agli ambiti dei CSR o della <a href=\"https:\/\/www.fullo.net\/blog\/2021\/03\/31\/strategia-di-sostenibilita\/\" data-type=\"post\" data-id=\"3502\">sostenibilit\u00e0<\/a> in tutta la sua ampiezza di cui non approfondir\u00f2 ulteriormente in questo post.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avere dei valori chiari, condivisi e che guardino ad uno scopo pi\u00f9 alto facilitano l&#8217;allineamento delle persone e una migliore capacit\u00e0 decisionale dal basso <a href=\"https:\/\/hbr.org\/2014\/09\/your-companys-purpose-is-not-its-vision-mission-or-values\" data-type=\"URL\" data-id=\"https:\/\/hbr.org\/2014\/09\/your-companys-purpose-is-not-its-vision-mission-or-values\">oltre che a definire strategia operativa per la Vision e tattica per la Mission<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Questo genere di allineamento permette quindi alle aziende di evolvere nel tempo, insieme alle persone che ne fanno parte, facendo scelte ragionate su quello che \u00e9 l&#8217;ecosistema degli stakeholder al quale devono rilasciare valore (utenti, clienti, fornitori, ambiente, shareholder, etc. ) e dal quale saranno a loro volta scelte come possiamo leggere nel report <a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2020\/purpose-driven-companies.html\" data-type=\"URL\" data-id=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2020\/purpose-driven-companies.html\">Purpose is Everything<\/a> di Deloitte.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/topics\/marketing-and-sales-operations\/global-marketing-trends\/2020\/purpose-driven-companies.html\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www2.deloitte.com\/content\/dam\/insights\/us\/articles\/2020-global-marketing-trends\/5248_purpose\/figures\/5248_fig1.jpg?resize=500%2C588&#038;ssl=1\" alt=\"Top issues consumers identify with while making decisions about brands\" width=\"500\" height=\"588\"\/><\/a><figcaption>Purpose is everything<\/figcaption><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Allo stesso tempo, un articolo del <strong><a href=\"https:\/\/www.nytimes.com\/2014\/06\/01\/opinion\/sunday\/why-you-hate-work.html?_r=1\">New York Times<\/a><\/strong>, che cita a sua volta ed approfondisce uno <strong><a href=\"http:\/\/www.gallup.com\/strategicconsulting\/163007\/state-american-workplace.aspx\" data-type=\"URL\" data-id=\"http:\/\/www.gallup.com\/strategicconsulting\/163007\/state-american-workplace.aspx\">studio di Gallup<\/a><\/strong> che porto spesso nei miei interventi sui temi dello <a href=\"https:\/\/www.fullo.net\/blog\/category\/smartworking\/\" data-type=\"category\" data-id=\"2261\">SmartWorking<\/a>, mette (tra le altre cose) in relazione l&#8217;ingaggio dei dipendenti con la capacit\u00e0 dell&#8217;azienda di abbracciare, e comunicare, uno scopo che sia ben pi\u00f9 alto della indicazione dell&#8217;aumento della sola marginalit\u00e0 nel quarter di riferimento.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote is-style-default\"><blockquote><p>Employees are vastly more satisfied and productive, it turns out, when four of their core needs are met: physical, through opportunities to regularly renew and recharge at work; emotional, by feeling valued and appreciated for their contributions; mental, when they have the opportunity to focus in an absorbed way on their most important tasks and define when and where they get their work done; and spiritual, by doing more of what they do best and enjoy most, <strong>and by feeling connected to a higher purpose at work<\/strong>. <\/p><cite><a href=\"https:\/\/www.nytimes.com\/2014\/06\/01\/opinion\/sunday\/why-you-hate-work.html?_r=1\" data-type=\"URL\" data-id=\"https:\/\/www.nytimes.com\/2014\/06\/01\/opinion\/sunday\/why-you-hate-work.html?_r=1\">Why You Hate Work<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Anche Kotter nel libro <a href=\"https:\/\/amzn.to\/3tl09j4\" data-type=\"URL\" data-id=\"https:\/\/amzn.to\/3tl09j4\">Corporate Culture and Performance<\/a> spiega come solo le aziende che sanno portare avanti una cultura chiara e cristallina,<strong> e che \u00e9 capace di adattarsi al momento ed al mercato su cui viene applicata<\/strong>, hanno la possibilit\u00e0 di crescere e prosperare, mentre quelle aziende che hanno una forte cultura interna che per\u00f2 non si rimette in discussione costantemente e che non guarda verso fuori ma solo verso a se stessa creer\u00e0, nel medio-lungo termine, pi\u00f9 danni che opportunit\u00e0. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fondamentale<\/strong> per rendere la cultura pi\u00f9 adattiva, affermano gli autori cos\u00ec come anche l&#8217;articolo del NY Times, <strong>\u00e8 instillare processi di leadership efficaci<\/strong>. <\/p>\n\n\n\n<figure class=\"wp-block-pullquote is-style-solid-color\"><blockquote><p>THE more effectively leaders and organizations support employees in meeting these core needs, the more likely the employees are to experience engagement, loyalty, job satisfaction and positive energy at work, and the lower their perceived levels of stress.&nbsp;<\/p><cite><a href=\"https:\/\/www.nytimes.com\/2014\/06\/01\/opinion\/sunday\/why-you-hate-work.html?_r=1\">Why You Hate Work<\/a><\/cite><\/blockquote><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Leadership che nasce dalla capacit\u00e0 di definire nuove visioni, allineando ad esse e motivandole ai manager ed al personale al fine di fornire loro strumenti e capacit\u00e0 decisionale autonoma per servire al meglio gli scopi societari e soddisfare le aspettative di tutti gli stakeholder.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In sostanza con uno scopo (Purpose) chiaro e ben comunicato, con dei valori condivisi ed abilitanti, sono possibile disegnare una migliore Vision e Mission di impresa e, con tutto questo, migliorare l&#8217;autonomia delle persone ed il rendimento di tutta l&#8217;azienda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ecco perch\u00e9 quando si definiscono degli <a href=\"https:\/\/www.fullo.net\/blog\/2021\/03\/05\/come-scrivere-un-kpi-utile\/\" data-type=\"post\" data-id=\"3694\">OKR aziendali<\/a> \u00e8 necessario avere ben chiaro lo scopo dell&#8217;azienda, perch\u00e9 quest&#8217;ultimo ci permetter\u00e0, pi\u00f9 velocemente, di allineare e dare autonomia operativa alle persone. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Non solo. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le aziende cos\u00ec strutturate attirano le menti migliori, hanno i clienti pi\u00f9 appassionati, raggiungono un successo maggiore e cambiano il mondo. Quando lo scopo e la passione sono combinati, l&#8217;impatto \u00e8 potente non solo per gli individui, ma anche per il pubblico che servono a creare un futuro pi\u00f9 luminoso per tutti. <\/p>\n\n\n\n<div class=\"wp-block-group has-primary-color has-text-color has-subtle-background-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Se vuoi approfondire ulteriormente iscriviti al corso sugli OKR che terr\u00f2 prossimamente.<br><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\"><div id=\"eventbrite-widget-1\" class=\"wp-block-jetpack-eventbrite wp-block-jetpack-eventbrite--embed\"><a href=\"https:\/\/www.eventbrite.it\/e\/biglietti-okr-workshop-marzo-2026-1784785113319\" rel=\"noopener noreferrer\" target=\"_blank\" class=\"eventbrite__direct-link\" >Register on Eventbrite<\/a><\/div><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sinek, durante un Ted Talk, diceva: \u201cProfit isn\u2019t a purpose. It\u2019s a result. To have purpose means the things we do are of real value to others.\u201d Simon Sinek In un mondo in cui il principio d&#8217;essere di una azienda si sta spostando dalla quantit\u00e0 di denaro lasciata agli shareholder all&#8217;aumento sistematico del valore per [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3762,"comment_status":"closed","ping_status":"open","sticky":false,"template":"templates\/template-cover.php","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"Purpose driven company, cultura aziendale e OKR, come si legano questi tre concetti?","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[2301,2313],"tags":[2359,2354,2321,2358,2355],"class_list":["post-3693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advisoring","category-business-design","tag-impact","tag-mission","tag-okr","tag-purpose-company","tag-vision"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Purpose driven company, cultura aziendale e OKR - Fullo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fullo.net\/blog\/2021\/05\/05\/purpose-driven-company-cultura-aziendale-e-okr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Purpose driven company, cultura aziendale e OKR - Fullo\" \/>\n<meta property=\"og:description\" content=\"Sinek, durante un Ted Talk, diceva: \u201cProfit isn\u2019t a purpose. 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To have purpose means the things we do are of real value to others.\u201d Simon Sinek In un mondo in cui il principio d&#8217;essere di una azienda si sta spostando dalla quantit\u00e0 di denaro lasciata agli shareholder all&#8217;aumento sistematico del valore per [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fullo.net\/blog\/2021\/05\/05\/purpose-driven-company-cultura-aziendale-e-okr\/\" \/>\n<meta property=\"og:site_name\" content=\"Fullo\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-04T23:29:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.fullo.net\/blog\/wp-content\/uploads\/2021\/03\/Re1a9e02d4daadd37f585c5b1e8c14379.png?fit=957%2C538&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"957\" \/>\n\t<meta property=\"og:image:height\" content=\"538\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Francesco Fullone\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@fullo\" \/>\n<meta name=\"twitter:site\" content=\"@fullo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Francesco Fullone\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/2021\\\/05\\\/05\\\/purpose-driven-company-cultura-aziendale-e-okr\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/2021\\\/05\\\/05\\\/purpose-driven-company-cultura-aziendale-e-okr\\\/\"},\"author\":{\"name\":\"Francesco Fullone\",\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/#\\\/schema\\\/person\\\/24e91bc6caea6c411a8668df5639428c\"},\"headline\":\"Purpose driven company, cultura aziendale e OKR\",\"datePublished\":\"2021-05-04T23:29:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/2021\\\/05\\\/05\\\/purpose-driven-company-cultura-aziendale-e-okr\\\/\"},\"wordCount\":790,\"publisher\":{\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/#\\\/schema\\\/person\\\/24e91bc6caea6c411a8668df5639428c\"},\"image\":{\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/2021\\\/05\\\/05\\\/purpose-driven-company-cultura-aziendale-e-okr\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/www.fullo.net\\\/blog\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/Re1a9e02d4daadd37f585c5b1e8c14379.png?fit=957%2C538&ssl=1\",\"keywords\":[\"impact\",\"mission\",\"okr\",\"purpose company\",\"vision\"],\"articleSection\":[\"advisoring\",\"business design\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/2021\\\/05\\\/05\\\/purpose-driven-company-cultura-aziendale-e-okr\\\/\",\"url\":\"https:\\\/\\\/www.fullo.net\\\/blog\\\/2021\\\/05\\\/05\\\/purpose-driven-company-cultura-aziendale-e-okr\\\/\",\"name\":\"Purpose driven company, cultura aziendale e OKR - 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