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Purpose in Place: Communicating the Corporate Soul.

DOI: 10.1097/HAP.0000000000000067 Lamont M. Yoder, RN, FACHE, is CEO of Banner Gateway Medical Center, Banner Baywood Medical Center, Banner Heart Hospital, and Banner MD Anderson Cancer Center in Phoenix, Arizona. Before healthcare leaders can define and implement effective communication structures, processes, and plans, they must ensure that their organization’s purpose is clear, relevant, and understood across all teams. If their organization lacks a relevant and aspirational purpose statement, leaders can define the purpose by simply asking why the organization does what it does. Armed with a clear purpose, they can build an effective communications plan that engages and aligns the workforce to produce the experience that patients and consumers expect. According to feature article author Lynne Cunningham, a process framework and structure based on effective and impactful rounding can enable healthcare leaders to understand how to maximize the effectiveness of their communications. Offering another perspective, feature article author Marie Judd suggests that engagement of associates and providers is a significant component of communication and a foundational element in the delivery of care. How can healthcare leaders harness the key ideas from both feature articles and other sources to drive organizational performance? I have found a basic commonality in the competencies, behaviors, structures, and processes of executives who practice effective communication. What truly differentiates these high performers in organizational communications can be expressed in one word: purpose. A Beacon Institute (2018) survey of global executives found near-unanimous agreement regarding the importance and value of purpose in driving performance. Yet, only a few companies in the survey had truly embedded purpose to the point where its full potential was realized. Banner Health is one organization that has taken the transformational path to the higher calling of purpose, as illustrated in its Imagine journey.