Building a Business Purpose Statement That Actually Means Something

If I asked your team today what your company stands for—beyond profit—could they tell me?

And if they could, would it be a tagline, or would it be something that guides real decisions?

Because here's the truth:

Most organisations have a business purpose statement.Very few actually live it.

In Chapter 5 of Leading on Purpose, I share how to build a purpose that goes beyond branding and actually fuels strategy, culture, and performance. Here's what I’ve learned.

Business Purpose Is More Than a Poster

Purpose isn't about pretty words. It’s about answering this question:“What is our ambition for the people we serve?”

It’s not about what your company does, it’s about the difference you exist to make.

For example, when our team in pharma committed to an “Unstoppable Drive to Restore People’s Lives,” everything changed. It wasn’t just a mission. It became a filter for decision-making, innovation, hiring, and strategy.

We weren't just selling treatments. We were restoring lives. And that shifted how everyone—from sales reps to legal—showed up.

What Makes a Great Purpose Statement?

Here’s the formula I use when working with leadership teams:

1. Customer-Focused: What are your customers really buying from you? Not the product—but the outcome they want.

2. Aspirational: What do you want your organisation to be known for?

3. True to You: It must reflect who you are today, and who you aspire to become.

If it doesn’t make people sit up straighter or feel proud to say it out loud, it’s not ready yet.

Why Your Leaders Must Build It Themselves

You can’t outsource purpose. You can’t hand it to consultants or an ad agency and expect magic.

Your leadership team must be in the room. They must hear from customers, from the front line, and from each other. They must wrestle with the words until they land on something that is theirs.

Only then will it stick. Only then will they champion it.

From Slogan to Strategy

Once you’ve got the purpose, the work begins:

• Embed it in hiring conversations.

• Use it to assess projects and initiatives.

• Refer to it in every team meeting.

• Build KPIs that track progress toward purpose, not just performance.

Purpose shouldn’t live on your website. It should live in your daily rhythm.

Final Thought: Purpose Should Give You Goosebumps

When your team reads your purpose, they should feel something. It should remind them why they joined your company and why they choose to stay.

It should energise your people, inspire your customers, and anchor every tough decision.

Because in the end, people don’t just want to work for a company. They want to work for a cause.

So don’t just write a purpose. Build one. Live it. And lead with it.