Executive leadership on/with purpose: Uncovering an effective communication model for purpose-driven leadership

Abstract

This research presents a model for effective leadership in an economy and society increasingly demanding attention to a triple bottom line. Successful purpose-driven leadership requires three interlocking features, none more important than the other but needing to be built in succession, namely: a strong sense of personal values that reflect corporate purpose, deliberate and meaningful engagement with employees on corporate purpose, and finally, an authentic and reflective external communication strategy. Through an employee survey and interviews with six Chief Executive Officers leading growing tech companies, the research uncovered the importance of purpose-driven communication for leaders looking to attract and motivate a high-performing team and navigate the challenges inherent to a growing company. It also highlighted the centrality of the role of the CEO in communicating messaging around purpose, and the importance of personal conviction and authenticity.