When we do executive coaching, it’s clear that every CEO, business owner, or entrepreneur comes to us with the dream to build something. That’s the mission that drives companies from a kitchen table to a billion-dollar empire. Unfortunately, there’s one thing almost everyone forgets. It’s the reason why disengagement is up to 80% and turnover is the highest it’s been in decades: We forget that our companies are made up of people.

Each of those people has a dream, right? Everyone has hopes outside of work. But those hopes and dreams are often seen as liabilities to mitigate instead of assets to leverage. But think about this: If I could connect my job in accounting with my dream of learning to ski, how much more would I put into my job? If I knew my company was supportive of my dreams, how much more committed would I be to that company?

We train business owners to ask the question: What are your hopes, dreams, and aspirations? Tell your employees, show them, that you actually care about this. It’s not about spending money, although if there’s budget for it that investment can go a long way — it’s about showing support. When they run that marathon, maybe you make a fun video about it and send that out to customers and employees to celebrate their accomplishment. Show them that you want to celebrate with them, because you care about their dreams.

This isn’t just about being nice. When people are in the process of achieving their dreams, that’s where real productivity happens — that’s where growth and creativity and connection happens. A bonus can’t do that! A bonus can’t motivate your employees longer than a week. A bonus can’t drive connection amongst your team. As an employer, you can’t compete in this world anymore with just a paycheck. Employees want to live for a purpose, and if you can help give that to them you’ll have the most motivated team of employees you could dream of. There’s nothing like purpose to drive your team towards real productivity and customer connection.

Everyone has to live and work in their own greatness. If you can harness and build that up, you can make a huge impact on your team — and together, you’ll have an even bigger impact on the world.

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