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<p><strong><em>El <a href="http://www.clubexcelencia.org/">Club Excelencia en Gestión</a> ha retomado de forma virtual sus <a href="https://clubexcelencia.org/conocimiento/plataforma-de-conocimiento/documentos-management-talks-online-la-construccion-del">Management Talks</a>, que organiza con su socio y partner metodológico <a href="http://www.cegos.es/">CEGOS</a>, dedicando una de sus últimas sesiones a la construcción del propósito. En esta ocasión la anfitriona fue <a href="https://www.ibercaja.es/">Ibercaja</a>, a la que acompañaron otros miembros del Club con el fin de aportar su conocimiento y experiencias al respecto. Entre todos se obtuvieron cuatro puntos clave a la hora de estructurar el fin último de cada organización, que ha de estar unido a sus valores y que va a servir como principal guía de creación de estrategias.</em></strong></p>\r\n
\r\n
<p>Según las conclusiones obtenidas, debe ser directo y conciso, inspirador y atractivo, beneficioso para el ecosistema en el que se mueve la organización y estar compartido por todos sus grupos de interés. Todas aquellas que consiguen definirlo correctamente y que lo mantienen como base de todas sus acciones obtienen mejores resultados y sobresalen en su entorno.</p>\r\n
\r\n
<p>Estas son las cuatro claves:</p>\r\n
\r\n
<p>1- <strong>Saber cuál es la finalidad del propósito</strong>: Hay que tener claro que el propósito no es una frase más. Ha de servir para crear una cultura de organización entre los equipos de personas que lo componen. Por eso, ha de ser un enunciado inspirador y motivador que recoja una visión y unos principios sólidos, y que ayude a contextualizar acciones tácticas y operativas, estratégicas o de difusión de marca.</p>\r\n
\r\n
<p><strong>No puede ser cortoplacista</strong>. A pesar de los cambios que se puedan dar en el ecosistema de la empresa y del entorno VICA (volatilidad, incertidumbre, complejidad, ambigüedad) en el que tenga que lidiar, el propósito debe mantenerse en el tiempo. Incluso en situaciones tan complicadas como la que estamos viviendo en estos momentos. Lo que sí ha de ser flexible es la estrategia, que debe poderse cambiar en función de las circunstancias. Aunque siempre ha de estar diseñada alineada con ese objetivo global y acompañada de la visión y los valores de la organización</p>\r\n
\r\n
<p>2- <strong>Ha de perdurar en el tiempo</strong>. El propósito no puede estar cambiando cada cierto tiempo, incluso en momentos complicados como el que estamos viviendo en estos momentos. Lo que sí ha de ser flexible es la estrategia, que debe reformularse en función de las circunstancias. Eso sí, siempre alineada con ese objetivo final, con la visión y los valores.</p>\r\n
\r\n
<p>3- <strong>Dar con un mensaje único</strong>. Que diferencie a la organización del resto que la rodea y que sea capaz de involucrar a todos los grupos de interés: empleados, clientes, inversores, proveedores, etc., con un enfoque win-win. En este sentido, es importante utilizar mecanismos de medición que nos muestren si el mensaje está calando, por ejemplo entre los trabajadores.</p>\r\n
\r\n
<p>4- <strong>Cambiarlo en caso de reinvención</strong>. Aunque la idea inicial es la de que el propósito se mantenga invariable en el tiempo, una transformación drástica de la actividad de la organización como las que se están observando en las últimas semanas justificaría su transformación. La vía de la refundación no debe desdeñarse si se han producido cambios profundos relacionados con los grupos de interés.</p>\r\n
\r\n
<p>Se puede consultar el White paper completo y la grabación de la ponencia <a href="https://www.clubexcelencia.org/conocimiento/plataforma-de-conocimiento/documentos-management-talks-online-la-construccion-del">aquí</a>.</p>\r\n
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