How Highlighting your Impact will help define your Purpose


It’s not what you do, it is the way that you do it. How highlighting your impact will help define your purpose by Reggie Hammond, Managing Partner of Your Crescendo.

How many times have you struck up a conversation by asking someone what they are doing now or what they are working on? Only to be given a flat answer of ‘I am a physio, I am a sales director etc.’

Working woman on laptopWhatever field we operate in, wouldn’t it be far better if we all started to describe what we are doing in terms of the impact our role has on real businesses or other people’s lives. Wouldn’t that be far more interesting and, by default, engaging?

Unfortunately, only around a third of the US workforce is dialed into their work and pursue it with inspired presence and fulfillment. About half are functional in their roles, but candidly, are only there for the pay check at the end of the month. The rest are checked out and are, either idle or looking for the next thing to do while working against the interests of their colleagues.

You can imagine the impact of such hot and cold levels of engagement on business performance, team dynamics and personal well-being. But let’s focus our attention on ourselves for just a moment. Which of these three levels of engagement best describes you? Honestly. How do you know? And once you self-identify, what can you do to move to a more productive and impactful place?

Three Brick Layers

Girl walking by brick wall

Many years ago, a church had burned down and the community came together to rebuild it. As the church was being erected, the priest went to the construction site to inspect the work. Three bricklayers had begun constructing the walls, and the Cathedral was slowly rising from the ashes.

The priest came across the first bricklayer, who was half asleep, leaning against a pile of bricks. Startled, the bricklayer got back to work, but he moved sluggishly, dropping the bricks as much as laying them down. The wall he was working on rose only a few feet off the ground and when the priest asked the man what he was doing, he shrugged and said “laying bricks.”

The man went back to his work, and the priest walked a bit further before meeting another bricklayer, who was working on a half-formed wall. The priest asked him what he was doing, and the man paused for a second and eyed up his work. Then he said, “Well, I’m building a wall.” The man didn’t seem particularly happy, but he worked steadily and a wall was steadily rising.

The priest moved on and found another bricklayer. The man was building a great wall, and he moved quickly and confidently. The bricklayer was working so hard that the priest simply stood and watched as he worked. After a few minutes, the bricklayer turned and saw the priest and said “Hello Priest. “Hello”, said the priest, and he asked the man what he was doing. The man smiled and there was a glint in his eyes, and he said “Why, I’m building a Cathedral to the all-mighty.”

What Makes the Difference?

Three people all doing the same job, and yet the satisfaction each drew from their work varied immensely. Think about it. The actual work, laying bricks, was the same in each case. Yet the first man barely worked at all, while the second man did just the bare minimum needed to get by. The third man, however, worked harder, more efficiently, and found far more fulfillment in his work.

What made the difference? Their sense of purpose. The first two bricklayers didn’t see much greater purpose in their work. Instead, they were singularly focused on their task because it was their job. The last bricklayer, however, connected his work with a greater purpose and mission. This greater perspective made his work more enjoyable and meaningful. It likely gave him more hustle – more drive. All because he had perspective of the big picture.

Which Bricklayer Are You?

Chimney out of brick

Now here’s a question for you – and be honest with yourself. Which bricklayer are you? It’s tempting to say that you’re building cathedrals, pursuing a greater purpose and calling in life, but are you really?

Do you love what you’re doing? Are you good at it? Does it reward you in ways that motivate you? Do you find purpose and meaning in your work? Do you dread Mondays?

Sometimes, purpose and fulfillment are simply a matter of perspective. To bring this topic to life, I’d like to share an experience with one of our clients. Let’s call him Rafael. Rafael, a technology consulting executive, found himself 30 years into his career, asking questions about whether he was in the right place or pursuing the right things.

On one of his key projects, Rafael had to manage the conversion project to set up new accounts in new systems, and ensure that they hit a go-live date on time. Heavily involved in leading software and technical deployments, it was easy for Rafael to miss the forest for the trees given the demand of the work, the critical deadlines and the level of client engagement required to keep his projects on-track.

Rafael’s issue wasn’t technology since he genuinely loved using technology to accomplish specific goals and tasks. Yet his relationship and work with government was wearing him down. Far too often it was politics as usual, and at the end of long days, he found himself growing out of touch and growing out of touch and weary of the grind.

One day he found himself out of the office and on assignment. For a single day, he pretended to be a social services case worker to learn more about the processes they go through. By doing so, he was hoping to discover potential technological solutions. When he arrived at the social services center, he was shocked to see a line of people literally snaking out of the door. Countless people had showed up to receive social services, such as replacing their electronic benefits card or applying for new services.

Business man in a suit

Talking with case workers, he learned that he was only just beginning to grasp the problem. Far too often, case workers saw their job as merely transactional, giving people new EBT cards, or other services, but never able to service them and help them solve their problems. Human services were being reduced to a mere transaction of numbers and money.

Stepping back, and looking at the technological solutions he was going to help create, Rafael realized that he wasn’t “just” a technology executive. He wasn’t only focused on conversion programs that set up accounts correctly in new systems or hitting a go-live date on time. He was helping to produce solutions that could potentially make a dramatic impact directly on peoples’ lives and ensure our government’s spending is well managed. The right technology solution could not only ensure that those in need were receiving their benefits, but could also help reduce the caseload on caseworkers, allowing them to develop more meaningful relationships with their clients.

It helps to frame up your work, not just through tasks, but through its impact. When you’re asked what you’re working on, don’t just say “I’m a software developer”, say “I’m implementing technology that will ensure that constituents receive the right social services and improve their lives”. Speak through the lens of the impact of the work or its business case. For some, the fulfillment created by this shift in perspective makes a world of difference in engagement and mental state of being. What to some may appear to be an odd colored brick, to you may be a yellow brick on the road to Oz.

Reggie Hammond is Managing Partner of Your Crescendo. Your Crescendo is a professional services firm focused on empowering purpose and impact for individuals, teams and organizations who dare to aspire for purposeful work beyond just being OK. Our services include coaching (executive, business and career), strategic planning and consulting for businesses and teams. Leadership development and placement (full-time and contractor). Much of our work happens in our VisionSpace in the Atlantic Station area of Atlanta (Midtown), Georgia. We invite you to join us and our clients in bringing about purpose and impact in our businesses, communities and world. For more information, visit Contact the Your Crescendo team at, or call +1-877-630-9888. For all media enquiries please email / Your Crescendo on Twitter

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