Create Your Massive Transformative Purpose (MTP)
Craft the north-star purpose that pulls a transformation forward.
Attributed to Lars Lin Villebaek (building on the work of Salim Ismail, Michael S. Malone & Yuri van Geest from "Exponential Organizations")
What it is
A Massive Transformative Purpose (MTP) is a forward-looking statement describing a significantly improved future for a specific domain, such as the world, an industry, or a community. Unlike traditional mission or vision statements, an MTP intentionally avoids specifying the methods or the organization itself. It is not a marketing slogan and does not focus on internal aspects like "us," "we," or "you." Instead, an MTP is a north star that attracts and aligns stakeholders toward a common, ambitious goal.
The MTP aims to be highly aspirational and can evoke both excitement and a sense of challenge due to its ambitious nature. While it may never be fully achieved, the continuous pursuit of an MTP drives innovation and growth. A well-crafted MTP has the power to draw in essential customers, partners, and resources necessary to make a substantial impact.
When to use it
- When an organization seeks to define a clear, overarching purpose that transcends its products or services.
- During periods of significant organizational transformation or reinvention of value creation.
- To inspire and align employees, customers, partners, and the broader community around a shared, ambitious goal.
- When aiming for exponential growth and influence beyond current market limitations.
- To differentiate an organization by communicating a deeper societal or industry impact.
- As a guiding principle to inform strategic decisions and future business models.
How to use it
- 1
Draft an initial MTP statement individually.
- 2
Team discussion and collaborative drafting.
- 3
Test the MTP against key qualities.
- 4
Create the next iterative draft.
- 5
Perform the 'MTP Cocktail Party' test.
- 6
Test with relevant communities.
Key concepts
Aspirational Future State
The MTP describes a better future for the world, industry, or community, setting a high standard for what is possible.
Massive Scope
The MTP impacts a vast audience, such as an entire industry, a large community, or even the planet.
Transformative Impact
The MTP aims for fundamental change rather than incremental improvements, shifting the status quo.
Purpose-Driven 'Why'
The MTP clearly articulates the underlying 'why' behind an organization's existence, fostering passion and meaning.
External Focus
The MTP is not about the organization itself (no 'you,' 'we,' or 'us') but rather the external world it seeks to influence.
North Star Guidance
The MTP acts as a guiding principle, providing direction without restricting future strategies or business models.
Common pitfalls
- Confusing the MTP with a traditional vision or mission statement that focuses on the organization itself or its operational methods.
- Creating an MTP that is too narrow in scope or lacks audacious aspiration, failing to inspire widespread engagement.
- Developing an MTP that is perceived as a marketing slogan, diminishing its authenticity and long-term impact.
- Failing to test the MTP externally with diverse groups, leading to a statement that doesn't resonate beyond internal stakeholders.
- Allowing the MTP to be overly restrictive, potentially hindering future innovation or changes in business direction.
- Attributing the
- MTP to specific products or services, which can limit its relevance as the organization evolves.
Further reading
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