Tuesday afternoon in Lucerne. The aroma of freshly baked pizza wafts through Emmi’s meeting room. People from product development, marketing and logistics sit around the long wooden table. They laugh, share ideas, develop new recipes – and discuss how they can shape the next ‘milk moment’.
This is not just about cheese or yoghurt, but something deeper: the meaning that connects everyone. Emmi’s purpose – ‘Creating the best milk moments in people’s hearts’ – provides orientation, releases energy and answers the question of why it is worth the effort. Those who know why they get up in the morning bring a different attitude, more creativity and perseverance to their work.
Meaningfulness is no longer just a ‘nice-to-have’. Studies show that people who find purpose in their work are more motivated, more resilient and stay with the company longer. Especially in times of digitalisation, skills shortages and constant change, organisations need this inner source of energy. A clear sense of purpose provides stability when external conditions become uncertain.
Other Swiss companies are also demonstrating how much power there is in living out a purpose:
- Ricola builds on ‘herbs for a good reason’. This purpose is reflected in sustainable agriculture, fair partnerships and creative product ideas. Employees feel that their work not only generates sales, but also helps to preserve nature and tradition – while creating enjoyment.
- At Mammut Sports Group, the vision is ‘Create a world moved by mountains’. This purpose inspires designers, developers and mountaineers to combine innovation and responsibility. Purpose here means enabling movement – both physical and mental.
But meaning alone is not enough. It must be embedded in a culture that allows for appreciation, humour and experimentation – otherwise it remains nothing more than lip service. You could say that purpose is the dough. To make a really good pizza, you need other ingredients:
- The foundation: A clear vision and values that carry weight.
- The sauce: communication that inspires and connects.
- The toppings: talent, diversity and the confidence to try new things.
- The furnace: structures and routines that promote performance without burning people out.
Organisations that repeatedly knead this dough fresh experience teams that not only deliver, but also act with joy and purpose. Productivity then arises as a natural consequence of purpose, belonging and a vibrant culture – and yes, sometimes even from a really good pizza at the team lunch.
Conclusion: Purpose is not a luxury – it is essential for survival.
In a world that is spinning ever faster, companies can hardly afford to leave meaning to chance. Purpose is not a nice extra, but the basis for motivation, innovation and sustainable productivity.
But developing a genuine purpose and keeping it alive requires more than a workshop or a poster on the wall. It requires spaces where managers and teams can ask their questions:
- What do we stand for – beyond quarterly figures?
- What impact do we want to have with our work?
- How can we create structures that empower people rather than exhaust them?
This is where mentoring, coaching and reflective dialogue come into play. They help to soften the framework of thinking, reveal blind spots and broaden perspectives. Good questions open up new perspectives; they create the clarity needed to ensure that purpose is not only thought about, but lived out.
When companies take purpose seriously, weave it into their culture and nurture it through continuous reflection, a dynamic emerges that goes far beyond productivity: people feel connected, teams grow, organisations remain adaptable – and work makes sense again.
