Where Purpose Leads, Performance Follows

Abstract The author is the chief consumer and small business banking Officer of Truist Financial Corporation. He describes a life‐changing experience at the age of 13 “that introduced me to the purpose that would define my life,” and “the catalyst for my personal purpose: wake up every day and be a dealer of H.O.P.E. — an acronym for “helping other people excel.”” He notes that “by activating my purpose personally and professionally, I've realized something game‐changing: Purpose doesn't create impact on its own. It needs an environment that amplifies it.” He cites research involving a disconnect: people believe purpose is important to their work, yet most do not feel connected to the purpose/mission of their organization. He describes his leadership work: “Everything we do at Truist flows from our purpose: to inspire and build better lives and communities. It's our north star and the starting point for every decision we make.” He says their leaders “agree that beliefs drive behaviors, which deliver results. Beliefs shape how people think about their work. When people believe their work has meaning, they bring more energy, creativity, and resilience.” The foundation to leading with purpose, he believes, “goes back to the tried‐and‐true principles and practices of servant leadership.”