One of the biggest challenges leaders face today is retaining talented people. In an increasingly transient world where career changes are frequent and loyalty is no longer a given, losing high performers can be both costly and disruptive. The time, money, and effort required to replace good people is significant and the impact on morale and momentum is even greater.
Forward-thinking leaders recognise this challenge and focus on deeply understanding what drives people to stay. At the heart of this lies a timeless truth; people are most committed when they feel they belong, and when their work connects to a purpose greater than themselves.
The power of purpose
Simon Sinek, renowned for his concept of the “Golden Circle,” emphasises the importance of starting with “Why”; the core belief or purpose that drives an organisation. According to Sinek, “People don’t buy what you do; they buy why you do it.” This philosophy suggests that organisations with a clear sense of purpose can inspire greater loyalty and commitment from both employees and customers.
A classic and widely cited example of Simon Sinek’s “Why” theory in action is Apple. It perfectly illustrates his concept of the “Golden Circle,” which starts with “Why” (purpose), then moves to “How” (process), and finally “What” (product). For Apple;
- Why (the purpose): We believe in challenging the status quo. We believe in thinking differently.
- How (the process): We make our products beautifully designed and simple to use
- What (the product): We just happen to make great computers and phones.
According to Sinek, most companies start with what they do, then explain how they do it, and few ever articulate why they do it. But Apple reverses this order and that’s part of why people connect with the brand so strongly. It’s not just about the product it’s about the identity and values Apple customers feel they share with the company.
Leaders who articulate and embody their organisation’s “why” create a sense of belonging among team members. Employees are more likely to feel connected to a cause greater than themselves, leading to increased engagement and motivation.
The power of storytelling should never be underestimated. We are hardwired to connect with stories and they can be just as powerful in the workplace than they are in other aspects of our lives. Creating a story that illustrates the greater good of the company gives people a better understanding of the importance of their role, and how their work contributes and connects with others to create something bigger than the individual parts.
Stories are a great way to keep people connected to the greater purpose and vision of the company. Stories about how insurance companies help real people for example, stories about how companies began and how the founder’s vision has come to life.
Emotional intelligence
Leaders who draw on their emotional intelligence are more able to connect with their teams on a deeper level, addressing their emotional and psychological needs. The elements of emotional intelligence that are of most importance are good listening skills, empathy, self-awareness and good social skills. Leaders with high EI can recognise and respond to the emotional cues of their colleagues so they feel psychologically safe, understood and valued. This empathetic approach not only enhances interpersonal relationships but also contributes to a culture of trust and collaboration.
Creating a culture of belonging
We all need to feel like we belong. It’s fundamental to our mental wellbeing. When we feel as though we are part of a community with shared values and goals, we are more likely to be engaged and committed. Leaders play a crucial role in cultivating this sense of belonging by promoting inclusivity, team building and open communication.
According to Sinek, “leaders are those who can inspire others to believe in a vision and work together towards a common goal.”
Recognising efforts
It’s really important that people are recognised and rewarded for their efforts and wins. Both on an individual level and team level. Recognition and empowerment are vital in reinforcing a sense of belonging and purpose. Leaders who acknowledge the contributions of their team members and provide opportunities for growth and development create an environment where people feel seen and valued. Putting this in practice does not have to be difficult. Not only is recognition good on formal platforms, but a simple thank you and acknowledgement of people, even a text of gratitude, goes a long way in making people feel valued.
Sinek emphasises the importance of trust in leadership, stating, “Trust is not a feeling; it’s a behaviour.” By demonstrating trust in their team members, leaders encourage autonomy and initiative, leading to increased motivation and performance.
How does your leadership team unlock loyalty and motivation in their people? I’ve been helping teams unlock this potential for many years, and I would love to help you.
Get in touch today, I’d love to hear from you.