Key Point: A well-defined MTP (Massive Transformative Purpose) is instrumental in building a different and more valuable kind of company. And most successful new startups these days have this defined before they even kick-start. And an MTP is not primarily about making tons of money for shareholders (although when the MTP is achieved, that’s what happens too). It’s a much bigger inspirational WHY the company exists in the first place.
This past week I met with a 24-year-old Canadian entrepreneur who just sold his first start-up to a global company for $xx millions of dollars. He knows this “take over” company will scale his MTP, and make it a world wide reality. I remember talking to him about his idea a few years ago. There were a number of more prestigious and certainly hipper things this guy could have done in the short run, including but not limited to grad school, high end consulting, big company management, etc. But, he had a massive thought about changing the lives of the elderly incontinent by taking advantage of digital sensors and the ubiquitous wifi/Internet now available to nursing homes. So, what did he do to prove out his thesis that the elderly incontinent deserved the dignity and well-being to live in clean adult diapers? (Not “sexy” at all and for many people his age, well beyond interest, focus or comprehension). Well, he and his team decided to take a minimal viable prototype to nursing homes and learn from there. The entire start-up team stayed at three different nursing homes over a 12-month period. Yup, these 20-plus year olds moved right in to those homes, often staying in sleeping bags on the floor of an unused space, literally living with residents and staff. They knew their technology would work, but to really understand the impact of their product, they immersed themselves in full observation. The result was a dramatic improvement to the prototype, and ultimately a big win for the nursing home residents and their beleaguered care givers… No more middle of the night wake up calls – less sores, infections and indignity. Purpose matters. A massive transformative purpose matters even more. It is really thinking BIG! This mindset applies to our current giant or more modest challenges; from adult diaper wetting to feeding all the hungry.
So WHY does your company exist? What difference does it make in the world? Simon Sinek talks about the “why.” See the following from an article in Dare2: “Exponential organizations talk about the Massive Transformative Purpose (MTP). It is no longer enough just to be in the market to create profits for your stakeholders. Customers and employees are attracted to companies that aren’t purely commercial, but have a greater purpose and communicate this purpose. Zappo’s MTP is ‘Delivering Happiness.’Yeah, maybe on paper they are selling shoes, but there’s a big difference for employees who wake up every morning to sell a lace up shoe in size 8 versus an employee that wakes up to deliver happiness in size 8. MTPs also give companies a much bigger board to strategically play with. Google’s MTP is ‘Organizing the world’s information.’ The breadth of this makes projects like autonomous cars and Google Glass — products that otherwise seem really out of touch with Google’s strategy — fit perfectly because it supports their greater purpose. Even Coca-Cola has an MTP. It’s ‘Open Happiness,’not ‘We are in the market to maximize the benefits for our shareholders and be the leading distribution chain for sugary soft drinks.’ Most startups are born with an MTP. It is their guiding light. The upward bound that holds all their activities together. ”
When in NYC last week, I heard about an MTP regarding nutritiously feeding the entire world for pennies a day based on open source thinking. A very talented software developer got tired from having to break development activities to eat. So, he quit software development and hacked a basic nutrition formula that would cost effectively provide all of us our daily needed source of nutrition and then open sourced it. It’s called Soylent! Their MTP: “We at Soylent seek to use science, technology, and business as tools to improve the quality and accessibility of nourishing food. We aim to provide complete nutrition to all while reducing the costs of its production. To accomplish this mission, we have focused on creating a line of products to provide affordable, convenient, complete nutrition that is accessible to all. When we say “all” – we really mean all. In the last three months, we have already donated more than half a million meals to food banks around the country, with the goal of donating 1 million meals this year.” Read more on their site.
- Do you work for an organization with a clear sense of WHY and greater good, purpose? And what about an even bigger thought? A Massive Transformative Purpose? Don’t be afraid to be part of thinking BIG. Like Google’s Ray Kurzweil notes, “If you want to be a billionaire, help a billion people.” Why would one want to work for a company or organization that just wanted to make a lot of money for a bunch of rich people? Especially if it diminishes humankind rather than advancing it? Think big, be big for humankind. Now is the time.
MTPs in The Triangle,
One Millennial View: Wow, good for those guys! When you hear stories of how entrepreneurs actually get up and DO, it’s always inspiring. That’s why I recently wrote this piece on a guy I admire, Gary Vaynerchuk… It’s people like this that can really fire you up, make you ask how you can better tackle your day, and think BIG, no matter what industry you’re in.
– Garrett Rubis
Edited and published by Garrett Rubis