How to spread purpose from the frontline to the CEO

A well-articulated company purpose can be understood and communicated by every member of the workforce— whether they sit in the C-Suite or stand on the frontline. This February, purpose expert Ashley M. Grice spoke during a TED Institute event in partnership with BCG about how employees in all tiers of a business play critical roles in championing their organization’s purpose.

Grice began by describing an early-morning Delta flight, when she pocketed a pack of almonds given out during food service. While chatting with a flight attendant, Grice said she would not have time to eat lunch that day. Upon exiting the plane, the flight attendant handed Grice a bag of 30 almond packs. In the bag was a note thanking Grice for showing the flight crew kindness. It read, in part, “a little kindness goes a long way.”

“This little note on this little napkin was purpose in action, specifically that airline’s purpose, and I know because I’d helped to articulate it over 15 years before,” said Grice, explaining how she helped Delta redefine its purpose in 2003 as part of a strategic transformation after 9/11.