Hi there!

This tool will help you express the unique Purpose of your organization. But first, a little honesty.

No organization can do this well without outside help. Yes, we know exactly how self-serving that is. But it’s no less true. Only you can decide what you really stand for, but you need someone who knows you well to act as a muse and provocateur. We all live too much inside of our own heads to do this work alone. There’s an old saying (likely mis-attributed to Abraham Lincoln): “He who serves as his own counsel has a fool for a lawyer and a jackass for a client”. Name calling is not our way, but Honest Abe had a point.

While this tool will help you write a purpose statement, we recommend that you use this just to help you start thinking about your organization's purpose, not to actually try and decide what it is for your organization. That work must be done as part of an intentionally-designed inclusive process that engages your workforce in the right ways at the right times.

Rule No. 1 practices sustainable consulting. Wherever possible, we source our ideas locally. Or on Wikipedia. Our ideas are all gluten free and never tested on animals.

All images and likenesses in this document are used with the permission of their owner. Any resemblance to real persons, living or dead, is totally deliberate. Rule No. 1 Inc. accepts no liability for the content of this document, or for the consequences of any actions taken on the basis of the information provided. Possible side effects may include but are not limited to: feeling a deep sense of meaning in your work and life, a newly developed superpower to tell the story of your organization, ease of mind that you’ve done everything possible to set the foundation for the next era of growth, and generally feeling good. If you experience any of these side effects, awesome! PURPOSEMASTER GENERAL WARNING: THESE EFFECTS CAN BE VERY CONTAGIOUS. IF YOU ARE NOT THE INTENDED RECIPIENT OF THIS MESSAGE, YOU ARE NOTIFIED THAT DISCLOSING, COPYING, DISTRIBUTING OR TAKING ANY ACTION IN RELIANCE ON THE CONTENTS OF THIS INFORMATION IS STRICTLY ENCOURAGED.

1

Learn about
Purpose

The attached slides will help you understand what purpose is and isn't. We'll share some examples because our friend told us that his brother's next-door neighbor told him that consultants are supposed to share examples.

2

Explore your organization's
legacy

Purpose has to be authentic. So when identifying an organization's purpose you must dig into its past (and present) to learn about the true character of the organization, and how it has been manifested over its history.

You'll do this in 3 main ways:

1. Reflect on your own experiences (large and small) with the organization

2. Review how the organization has already expressed its character

3. Get honest input from people throughout the organization—and outside the organization— about their current thoughts and experiences of the culture

3

Write key insights
and bits of language

Write down a few key points that represent what you learned about the organization. Think of the big themes. What the organization holds dear. These should be a handful of bullets, not long paragraphs.

Since this is equal parts art and science, write down interesting words and phrases that came up a lot for you. You'll want to capture the tone and feel of how your organization expresses itself.

Use the tools we’re offering if they help—but don't be constrained by them. They are just prompts.

Use the below prompts to help shape your thoughts and insights—then write them down:

• What is a story of the organization at its best?

• Identify 5 key attributes of the organization

• What are 3 major themes you heard across your interviews?

• Finish the following sentences: We are… We are not…We sound like… We don’t sound like…

• What are the top words we might use to describe ourselves? What words would we not use?

4

Write your Purpose statement 

Reflect on everything you've done so far. Now it's time to write a purpose statement.

There are many forms a purpose statement can take. We've seen great ones as short as two words and some that are more like a manifesto.

To keep things simple for now, we recommend you use the format "We...in order to...".

Below we’ll help you identify the major building blocks of your Purpose statement. Then you'll polish it and make it shine!

Think of your Purpose statement in three steps. Write down a short response for each of the following:

1. What we do—What your organization actually does—the substance of your work. How you frame this matters. Remember the story of the janitor at Cape Canaveral. For example, a shipbuilder could say "We make ships." Or they could say "We enable the transport of goods." Or they could say "We help people access the items that bring them joy."

2. Who we do it for—The need or mindset that unites your audience. The shipbuilder might identify their audience (who they want to have an impact on) as "consumers". Or "people in search of joy". Or "the economy". You can frame this in whatever way you like.

3. The ultimate impact we want to have—This should be a magical blend of realistic and aspirational. The impact you can have at your best. Remember, making money is not a purpose. That's just what it means to be a for-profit enterprise. The question is how do you want to make money? By having what impact on the world?

Expect this to take a few tries before it starts to feel right. When you get it, you'll know. It will give you a nostalgic feel for the organization you know and love. It will make you proud. And it will inspire you to reach higher in pursuit of the impact you're committed to.

Now, string those three elements together in one cohesive statement using the form: “We/to_______so that/to_______.”

Remember, a purpose statement can take many forms. Don't let the structure above get in the way of a brilliant expression. Write what makes sense and inspires you. The tool above is just a prompt.

Now, give it a bit of polish and make it shine! Here's where you want to look back at some words and phrases that came up a lot in your conversations. Try to capture the tone and feel of how your organization expresses itself. Then consider elevating the language just a bit.

Check your work.

A great Purpose statement:

• Is authentic to your legacy—in concept, language, and tone (and therefore feels unique)

• Identifies the ultimate positive contribution you make to the world

• Inspires all stakeholders—especially “employees”

• Is relevant to the present moment and to where the world is headed

• Is connected to how you make money now and helps you think about how you should make money in the future

Test your Purpose statement with these questions:

• Does it feel like your competitors could just as easily say it? Have they?

• Does it reflect an aspiration you can commit to for what you will do and not do in the future?

• Does it inspire you? Would it inspire your teams?

• Does it feel contemporary or archaic?

• Can you imagine how it might guide business choices?

Is there anything you want to change in substance or tone? If yes, have at it! Take as long as you need. If after a few tries, it still doesn't feel right, take a walk around the block, sleep on it, or do whatever you do. It's none of our business. If you think you nailed it, take a bow! Wait...no...watch your head!

5

Get some
feedback

If you were doing this "for real", you'd be involving a team in identifying your organization's Purpose.

For now, share your final statement with a few people inside and outside your organization. You might consider going back to the people you interviewed earlier to get their feedback.

One word of caution: A purpose statement is not meant to please everybody. And you can't write brilliantly by committee. Feedback is important, but you also need to value your own convictions.