https://youtu.be/zdDkFk_Mlkk?si=wxeFzwiHF653Rq6S
Massive Transformative Purpose (MTP) describes a better future for the world (or at least your industry or community). It doesn’t specify how.
It’s not about you, your customers, your organization, your products or services. No ‘you’, ‘we’ or ‘us’. You are not in the picture.
It is not a marketing slogan. It is your north star, but it doesn’t restrict your organization from changing direction.
It might excite and scare you, and catch in your throat, it matters that much to you.
You might never fully achieve it, yet it is still worth striving for.
A great MTP attracts the customers, community, partners and resources you need to make a dent in the universe...
Examples:
To accelerate the world’s transition to sustainable energy. – Tesla
To make sustainable living commonplace. – Unilever
Organize the world’s information. – Google
“Never doubt that a small group of thoughtful, committed citizens can change the world: indeed, it’s the only thing that ever has.” – Margaret Mead
on their own, then team discusses & drafts MTP*.***
What do we really care about? Why?
What is our company’s purpose on this earth (and beyond)?
What does the world hunger for? Why?
What would we do if we could never fail? Why?