How to identify and articulate your oranization’s Purpose
Our point of view
Purpose doesn’t work when it’s a response to a fad. Don’t do what you’re “supposed to” do; be what only you can be.
Purpose must come from the heart. Its power lies in authenticity and what makes you great at your best.
Purpose is not a slogan. Slogans are stated. Purpose is lived—through values and daily behaviors.
Think of purpose as your North Star. It’s why you exist. It should guide everything you do.
Purpose does not compete with profit. It’s a choice to generate profit by creating a particular positive impact on your stakeholders.
Purpose-driven companies actually outperform their peers. You can trust us, or you can Google it—trusting us will save you some time.
Purpose is not perfection. When you identify your Purpose, the skies won’t part, you won’t magically hear the dulcet tones of Handel’s Messiah, and your leaders will not grow wings. People aren’t perfect; organizations aren’t either.
Sometimes you’ll fail to live up to your Purpose. That doesn’t mean the Purpose is wrong—it means you should try harder.
Purpose is not Corporate Social Responsibility; it has to live primarily in how an organization makes money. As Teddy Roosevelt said, “No amount of charity in spending such fortunes can compensate in any way for the misconduct in acquiring them.”
