Design your team to give every leader a purpose.

Hold on – design? That verb might seem a little out of place here. We’re talking about businesses, not Eames chairs, right? Well, design actually has a major influence on many aspects of an organization, too.

To get a better sense of this, consider the following questions:

How many members does your team have? How should you implement interview procedures? How do you define a company’s mission?

Fundamentally, these are all questions of design. So, then, what’s the ultimate goal of design?

Simple: uniting people with a shared sense of purpose. We’d all want our job to be meaningful, to have a positive impact on the world: knowing that our work has meaning gives us more energy and more fulfillment.

For example, when asked what they do, you want your employees answering purposefully, like “I improve the usability of a website!” instead of “I just fix bugs.” When they don’t feel connected to a higher purpose or believe their work has meaning, they’ll start channeling energy away from work.

In addition to each individual’s sense of higher purpose, the team of leaders will thrive as a whole when united under a clearly communicated mission, such as “We support American veterans.”

But a truly ingenious way of giving your team drive is to implement a team value creation model. This is an approach where your team operates as a mini-business, by providing team members with the incentive to access more information and a higher level of inside knowledge.

Being your own mini-business boss, you might have insights into financial data – balance sheets, say – that allows you to track your team’s performance and engage them with it. This increased employee engagement will not only boost their satisfaction; it’ll boost customer satisfaction, too.


See, customers usually benefit when an organization functions at a high level. When employees are more productive and better able to respond and update quickly, customers will want in on the action.