Cultures that work have a clear sense of purpose.

In a McKinsey survey of over 1,000 US company participants, 82% agreed on the importance of purpose. Yet, only 42% felt their company’s stated “purpose” had much impact.

Honestly? That’s not surprising.

Having read my share of purpose statements, I’ve noticed a common trend: they’re often so generic they inspire little more than indifference. At some point, they all blur together, doing little to challenge business as usual.

But here’s the thing: purpose is more than a vision or a strategy. Purpose elevates performance.

• A strong vision and strategy provide direction and intellectual clarity.
• A clear and felt purpose taps into something deeper—it supercharges motivation, unlocking drive and performance at an emotional level.

When strategies and visions inevitably shift (as they should), a strong purpose provides connection, stability, and continuity. It anchors your team during turbulence and serves as a North Star when exploring new terrain.

Cultures that work have a clear sense of purpose.
Purpose is your “why.” It helps your team decide what matters most and drives alignment toward shared outcomes. Done well, it’s a game-changer.

I’m fortunate to work with a few clients who have purpose statements that are clear, authentic, and deeply felt. The difference they make is profound.

People are searching for meaning—sometimes in the wrong places. Work, when intentional, can offer a profound sense of purpose in people’s lives.

Now, more than ever, leaders need to craft a true and compelling purpose—and connect their teams to it.

• Is there a purpose gap in your organisation?
• How far is the distance between your team’s desire for meaning and their actual experience?
• Are you ready to shift?