Big ideas and goals are insufficient, strategy needs to a purpose

The seemingly innocuous statement, that business success is predicated on creating an effective strategy to achieve a goal, seems to have a fairly broad following amongst company leaders and directors. However, the reality (of what is needed to achieve business success) is somewhat different, as Ken Favaro points out here. Favaro's commentary is helpful, but only to a point. His suggestion that a 'big idea' is necessary to success is not particularly reassuring. What of all the other successful companies out there? How did they succeed if they didn't have a singular 'big idea', or even several 'medium ideas' for that matter? There's got to be something else that drives success.

The consistent theme that I've observed amongst companies that have enjoyed long-term success is that they have had a clear sense of why they exist—a purpose. This is because people get behind causes, not things. Sinek's 'golden circles' thesis is the best annunciation of this that I have seen.

Boards and management teams grappling with strategy and the future of their business should watch Sinek and use his ideas to re-think their business. Those that do so have told me it's the best 18 minutes they have invested for a long time, far better than any search for a 'big idea'.