目的强烈共享感如何帮助企业获得成功
目的在实践中
在使命的结合，工作性质发挥出在实践中，以支持创新的架构和巨大的就业机会的产生方式可以在亚瑟王面粉（KAF），最早的面粉公司在美国特别清楚地看到。KAF最畅销的产品，未漂白，通用面粉的5磅重的袋子，是不是一个性感的产品，并且市场已连续多年被缩小。人越来越少烤，并且越来越多的面粉在网上购买，其中品牌往往携带小，重量轻。不过KAF欣欣向荣。它的客户喜爱的公司。KAF已经在Facebook上百万的喜欢和Instagram上多37.5万多追随者。(For comparison, General Mills, the current market leader with $3.9 billion in sales in "meals and baking," compared to KAF’s roughly $140 million, has about 85,000 likes on Facebook and 3,000 Instagram followers.) Sales are growing in the high single digits annually — an unheard of growth rate for a commodity product in a 200-year-old industry.
KAF的宗旨是“通过烘烤建设社区，”和三个联合CEO（！）有一个非常明确的只是为什么，以及如何家庭烘焙可以使世界上的差异感。卡伦，中文翻译中，首席品牌官和两位联合CEO的人告诉我：
烘焙唯一能使人拔掉。而作为三个青少年孩子的母亲，我一直很希望在与我的家人连接，并花时间在一起的这种模式。我们提供什么样的人是走到一起，做一些事情的能力。
拉尔夫·卡尔顿联合首席执行官和财务总监，这样说：
当你觉得烘焙而不是食物，你给别人的礼物。情感联系的人有，新鲜出炉的面包香味的概念，还有一些关于烘烤独特之处在于带给人们在一起。这激励着我们...... [E] verything我们围绕烘焙体验中心。
苏珊麦克道尔，联合首席执行官和人力资源，增加的副总裁：
好了，每个人都可以烤。So if you just start there, and you think about how baking can level the playing field — it doesn’t matter how smart you are, or how wealthy you are, or any of the things that separate us: We can all come together and bake together. And spending time with people, baking and learning a life skill, no matter whether you are young or old, can be a remarkably unifying experience. You can bake with family, coworkers and neighbors. Baking is an amazing opportunity to build community. And we need community building. It’s really important in our world, always has been, always will be.
如安泰的情况下，为此，激情拥抱，使KAF，以确定一个战略，是经典建筑。KAF不再将自己看作只卖白面粉 - 而是卖一种体验，并成为伟大的面包师支持其客户。在拉尔夫的话：
一个烘烤的挑战，但大约烘烤伟大的事情之一，就是烤好你需要的知识。而且往往你需要灵感。很少有人烤没有达到用于配方或其他一些指导。和烘烤是不是原谅。它不能像做菜，你只是去那里，它不会不管你做什么，什么比较好的出来。在烘烤，你有失败。（因此）我们开始在网络上提供的信息。它已经真正从它是什么，我们能为我们做的是知识和灵感为全国各地的面包师的主要来源之一，现在的一小部分种植。
And that’s a core piece of our strategy ... We’re making a big bet that future generations of bakers, when they have to choose products, are going to choose the products from companies where they learn the most from and they trust the most. And it’s not going to be because I barked at you and told you to go buy King Arthur. It’s going to be because we had a great recipe, or we taught you a technique that you value very highly ... [because] King Arthur is really a company that cares about me and cares about baking and cares about quality.
这种策略是通过深深参与，充分授权员工启用了拥抱它的一个原因是工作远远超出薪水 - 这使得它非常难以模仿。KAF’s Vermont headquarters — now a major tourist attraction — includes a retail store, where visitors can watch baking demonstrations and sample baked goods (made with KAF products, of course) and a baking school, where hundreds of passionate bakers arrive to take classes from King Arthur’s master bakers. The company also offers online recipes and baking classes, and a fully staffed baking hotline, where customers can get answers to their baking questions from employees with thousands of hours of baking experience. Everyone is passionate about baking. Everyone goes the extra mile to help the company succeed. The latest financial results are shared with every employee, and everyone is offered training on how to read income statements and balance sheets. The company is very careful about the people it hires, and then equally careful about how they are treated.
卡伦展开：
文化是招聘过程中随时的一部分。所以，当我们满足的人，和大家说说来工作亚瑟王面粉，我们谈论它是参与。我们谈论它是协作。但是，这是什么意思？我希望人们能显示出来，并感到自己的责任，负责对他们的团队，并拥有他们应该做什么清醒的认识。也很舒服，他们能够挑战这是他们在做什么和挑战别人在做什么。并问我们问题，所以我们必须围绕一些问题，诸如真正富有成效的对话：公司在哪儿去？你为什么决定这样做呢？你认为这件事吗？
拉尔夫添加以下：
这是一种文化，人们实现自己里面做正确的事。卡伦常常给人的例子，在我们的节日，当业务是疯了，我们每天都在发送成千上万的包我们的配送中心。周围的建筑，有一个在拣配和包装工作太多了下来，球队需要帮助的Word价差。而且，人们就去做，他们下楼去帮忙，并没有因为老板告诉他们。
苏珊还评论了积极的工作环境：
人从事。他们是我们的产品而感到自豪。他们是在它在一起。这并不像你孤立的，在这里我在我的空间。我要做好我的工作 - 这对你没有影响或影响。事实上（作业）有很多大家的影响和效果。很有趣。我们热爱庆祝。我们爱烤。我们一般都是相当地激动，天天来上班。
KAF’s competitive success is thus intimately linked to its willingness to empower its workforce — and this empowerment in turn means not only that it’s fun to work at KAF but that the company can pay over the odds and offer employees who vest a chance to build retirement savings. (KAF is a completely employee-owned company, which has potentially important implications.)
在一个相对较小的公司里亚瑟王面粉创建目的的强共享意识是一回事。它可以在更大的组织实施？它可以。