The Hindu Business Line : The corporate objective

One of the key imperatives for reaching corporate excellence is the definition and enunciation of an overarching corporate objective for the company. This statement of objective will provide the requisite coherence and substance to all the activities of the company.

When suitably formulated and supported by appropriate executive action, this corporate objective will enable managers to make better decisions and propel the company forward. It will build a common frame of reference that will prevail upon people with different backgrounds and varying orientations. It will enable them to work collectively towards a corporate mission.

‘Only during crisis’ trend

Too often, the only occasion when anything resembling a common corporate focus for action appears in the organisational panorama is during a crisis or disaster. People rally round the group goal giving a greater thrust than ever before. But such occasions are rather rare and infrequent.

The calibre of a corporate chieftain comes into its own only when he is able to build the same degree and intensity of common identity and collective endeavour even during normal circumstances.

An effective corporate objective must possess three essential attributes — a core purpose, a challenge, and an element of significance.

First, the goal must reflect the core purpose of the company. Sometimes, the stress on a secondary or subsidiary activity may inadvertently overshadow the central purpose of the company. Running a large canteen, or maintaining a fleet of staff buses must not rob the management of the vital energy required to produce the goods and services for which the company has been established. Management and employees must be wary and vigilant not to lose sight of the basic objective of the company.

A wager to be won

Second, one of the fundamental motivations for any employee is challenge. Tasks that are stretching — difficult, but not impossible — always bring out the best from the employees. Challenge creates an ambience for achievement and commitment. The corporate objective must present a wager to be won, a pathway to progress. It must be a never-ending pursuit ‘in search of excellence’.

Third, the goal must have plenty of substance and significance. For most people, their work and profession constitute the central aspect of their lives — especially for the more successful executives. Although not all tasks will have an earth-shattering importance, most jobs can be couched in terms that highlight and underline their value and significance.

When the corporate objective is thus pronounced and propagated in its true and total import, no doubt it will inspire and motivate the employees to transcend beyond the territories of their normal performance, and proceed to attain the pinnacle of excellence.

(The author is a Chennai-based freelance writer.)