How to Write a Purpose Statement That Actually Inspires Your Team

Simon Sinek’s “Start With Why” inspired millions of leaders to recognize the power of purpose. His message was clear: people don’t buy what you do, they buy why you do it.

But there’s a problem.

While Sinek brilliantly explained WHY purpose matters, most leaders still struggle with HOW to actually craft a purpose statement that inspires their team and resonates with customers.

After facilitating strategic planning for over 200 organizations and analyzing hundreds of Purpose statements, I discovered that most leaders get stuck in one of three traps:

The Inspiration Trap: They know Purpose is important but can’t translate that knowing into a clear statement.

The Generic Trap: They create Purpose statements so broad they could apply to any company: “To provide excellent service” or “To make a difference.”

The Complex Trap: They craft statements so elaborate that no one can remember them, much less rally behind them.

The solution? A practical framework that gives you clear criteria for what makes a Purpose statement actually work.

What Makes Purpose Different from Mission?

Before we dive into crafting your Purpose, let’s clarify what Purpose actually is (because this confuses most leaders):

Your Purpose = WHY you exist beyond making money. It’s eternal, emotional, and never changes. Example: Hooker Boats = “Dream Boats”

Your Mission = WHAT you do and HOW you do it. It’s actionable and may evolve. Example: “We design and build premium recreational fishing vessels using innovative marine engineering”

Your Moonshot = WHERE you’re going. It’s your ambitious, time-bound goal. Example: “300 Dream Boats delivered by 2028”

Think of it this way: Your Purpose is your rocket fuel , your Moonshot is your destination , and your Mission is your flight plan .

Why Purpose Matters More Than Ever

The business case for Purpose isn’t fluffy—it’s backed by hard data:

• McKinsey research: Purpose-driven companies have 40% higher employee retention
• The Where and The Why data: Organizations implementing Purpose report 34% improvement in workplace culture
• Gallup findings: Employee engagement averages below 23% globally—Purpose bridges this gap
•  

But here’s what the research doesn’t tell you: Purpose only works if it’s authentic, memorable, and actually reflects who you are.

A false Purpose is worse than no Purpose at all. It breeds cynicism and erodes trust.

The E.T.H.O.S. Framework: 5 Criteria for Purpose That Works

After analyzing hundreds of Purpose statements across diverse industries—from boat builders to cybersecurity firms, from muesli makers to ticketing companies—I developed five essential criteria that separate inspiring Purpose from corporate platitudes.

I call it the E.T.H.O.S. Framework by Clare Treston:

E – Eternal

Your Purpose should stand the test of time.

It’s not about short-term goals, current market conditions, or this year’s strategy. It’s a timeless reason for your organization’s existence—something you’re passionate about and will always do.

Passes: “Crafted for Care” (Emery Industries medical equipment) Fails: “To be the leading provider in the telehealth space”

The Test: Will this still be true in 10 years? 20 years? If your business model changes, will this still apply?

T – True

Authenticity is everything.

Your Purpose must genuinely reflect your organization’s core beliefs and values. You can’t fake this. Your team will know. Your customers will know.

A false Purpose is like rocket fuel mixed with water—it looks right but won’t generate any thrust.

Passes: “Because we love it too” (OzTix – tickets for live events) Fails: Any Purpose statement that contradicts how you actually operate

The Test: Do your team members nod in recognition when they hear it? Would they call you out if you violated it?

H – Heartfelt

Purpose speaks to emotion, not just logic.

It should stir something in your team members’ hearts. Purpose isn’t a rational business case—it’s the emotional fuel that keeps people going when things get hard.

Passes: “Making People Feel Great at Work” (Infectious Clothing – healthcare uniforms) Fails: “To maximize stakeholder value through operational excellence”

The Test: Does it make you feel something? Can you connect it to why you personally care about this work?

O – Oneness (Unifying)

A powerful Purpose brings everyone together.

It creates alignment across all levels—from the CEO to the newest hire. It fosters a sense of collective identity and shared mission.

Passes: “Dream Boats” (Hooker Boats – everyone contributes to making dream boats come true) Fails: Purpose statements that only resonate with one department or leadership

The Test: Can every team member see how their role contributes to this Purpose?

S – Simple

If people can’t remember it, it won’t guide their decisions.

Keep it to less than 7 words. Ideally, no more than three core concepts. The simpler, the more powerful.

Passes: “Plenty of time. For timeless taste.” (Brookfarm – artisan food) Fails: “To synergize cross-functional capabilities to deliver value-added solutions that exceed expectations”

The Test: Can your team recall it without looking it up? Would a 12-year-old understand it?

The 6 Types of Purpose: Find Your Authentic Fuel

Through analyzing hundreds of Purpose statements, I’ve identified and classified six distinct types that consistently resonate with and motivate teams. This classification system, developed through The Where and The Why methodology, helps you identify which authentic Purpose already exists within your organization.

1. Passion-Based Purpose

Rooted in genuine enthusiasm for your industry

Example: “Because we love it too” – OzTix

This works when your team shares deep passion for your field. The founder’s original vision connects to a broader community of people who “get it.”

Best for: Creative industries, hobbyist markets, fan communities

2. Quality & Excellence Purpose

Commitment to superior performance and standards

Example: “Crafted for Care” – Emery Industries (medical equipment)

This resonates when precision, reliability, and craftsmanship define your work. Every detail matters because lives, safety, or critical outcomes depend on it.

Best for: Manufacturing, healthcare, precision services

3. Customer-Oriented Purpose

Making a tangible difference in people’s lives

Example: “Making People Feel Great at Work” – Infectious Clothing

This is the most common Purpose type and often the most immediately actionable. It shifts focus from what you deliver to how you transform customers’ experiences.

Best for: B2B services, consumer products, professional services

4. Legacy & Tradition Purpose

Honoring heritage and time-tested practices

Example: “Plenty of time. For timeless taste.” – Brookfarm

This works when your history, craftsmanship traditions, or cultural significance define your value. You’re a steward of something worth preserving.

Best for: Family businesses, artisan producers, heritage brands

5. Community Impact Purpose

Supporting local lives and regional betterment

Example: “Spatial Design for Better Places” – urban planning firm

This resonates when your work directly improves your community. The ripple effects of what you do extend beyond immediate customers.

Best for: Local businesses, community services, regional organizations

6. World Impact Purpose

Driving meaningful global change

Example: “Our Passion Gives Life to a Healthier World” – health food producer

This fits when your work addresses grand challenges facing humanity or the planet. Your contribution, however small, advances a larger cause.

Best for: Tech innovators, environmental companies, global health organizations

Important Note: These aren’t rigid categories. Some organizations blend types (like Community + Environmental). The key is identifying which resonates most authentically with your team.

A 4-Step Process to Uncover Your Purpose

Unlike your Moonshot (which you CREATE), your Purpose is something you DISCOVER. It already exists—you just need to uncover it.

Step 1: Gather Purpose Signals

Your Purpose reveals itself in three key questions. Consider these individually first, then discuss with your leadership team:

Question 1: Why did you start/join this organization? What was the deeper reason beyond financial security?

Question 2: Why do you stay? What keeps you here despite challenges and other opportunities?

Question 3: What makes you proud? When you tell people about your work, what lights you up?

Action: Write down 3-5 answers to each question. Don’t edit yourself—capture raw responses.

Step 2: Identify the Pattern

Look across all the responses from Step 1 and sort them into three categories:

WHAT: Tangible outputs, products, or services “We design boats”

HOW: Methods, approaches, or differentiators
“Through innovative engineering,” “With attention to detail”

WHY: Deeper motivations and emotional drivers “Because people’s happiest memories happen on the water”

The WHY category contains your Purpose gold.

Action: On sticky notes, write down the key words and phrases from your WHY responses. Look for patterns—which themes appear repeatedly?

Step 3: Apply the E.T.H.O.S. Test

Evaluate your emerging themes against all five E.T.H.O.S. criteria developed by Clare Treston:

E – Eternal: Could this still be true in 20 years?

T – True: Does this authentically reflect who we are?

H – Heartfelt: Does this connect emotionally?

O – Oneness: Does this unify everyone? 

S – Simple: Can we say this in under 7 words?

Action: For each theme that emerges, test it against all five criteria. Themes that pass all five have Purpose potential.

Step 4: Draft and Refine

Use this proven structure to craft your Purpose statement:

[Verb/Action] + [Core Impact] + [Who/What Benefits]

Examples that work:

• “Making People Feel Great at Work” (verb + impact + who)
• “Crafted for Care” (how + impact)
• “Dream Boats” (impact essence)
•  

Common Mistakes to Avoid:

Too Product-Focused: “To provide the best accounting software” Impact-Focused: “Empowering financial confidence”

Too Generic: “To make a difference” Specific: “Spatial Design for Better Places”

Too Long: “To leverage our expertise to deliver exceptional value…” Concise: “Plenty of time. For timeless taste.”

Too Rational: “To maximize operational efficiency” Emotional: “Because we love it too”

Action: Draft 3-4 different versions. Test each against the E.T.H.O.S. Framework. Sleep on it. Share with trusted team members.

The Critical Missing Piece: Team Co-Creation

Here’s what this guide doesn’t give you (and why you might need the book or a workshop):

The most powerful Purpose statements emerge through team co-creation, not from the CEO’s desk. When your team helps uncover the Purpose together, they:

1. Own it more deeply – It’s theirs, not something imposed
2. Reveal hidden truths – Front-line insights you’d never discover alone
3. Create immediate alignment – Everyone understands it because they built it
4.  

The complete methodology in “The Where and The Why: Craft a Clear Moonshot and Purpose to Make Your Team Happy and Successful” by Clare Treston includes:

• Purpose Show & Tell Exercise: Where team members bring physical items representing why they’re proud of the organization
• Start, Stay, Proud Activity: A structured process to tap into team emotions
• Theme Clustering Workshop: How to facilitate group discovery of patterns
• Visualization Testing: Methods to see if your Purpose statement actually fits
•  

These activities transform Purpose from concept to conviction.

Purpose Without a Moonshot is Just Wishful Thinking

Here’s the truth most Purpose consultants won’t tell you: Purpose alone isn’t enough.

You need both:

• Purpose (The Why ): Your emotional rocket fuel (defined using the E.T.H.O.S. Framework)
• Moonshot (The Where ): Your clear destination (crafted using the S.T.A.R.S. Framework)
•  

Purpose without a destination is inspiration without direction. A Moonshot without Purpose is a target without motivation.

NASA didn’t just say “New hopes for knowledge and peace are there” (their Purpose). They paired it with “Go to the moon before this decade is out” (their Moonshot).

Together, they created what I call “mission synergy”:

• Progress toward the Moonshot validates the Purpose
• The Purpose sustains motivation when the Moonshot gets difficult
•  

Most organizations focus on one or the other. Breakthrough performers master both.

Warning: Common Purpose Pitfalls

After working with 200+ organizations, I’ve seen these Purpose killers repeatedly:

Pitfall 1: The Committee Compromise

The Problem: Trying to make everyone happy results in bland statements that inspire no one. The Solution: Seek input from everyone, but empower a small team to craft the final statement.

Pitfall 2: The Aspirational Fantasy

The Problem: Creating a Purpose that sounds good but doesn’t reflect reality. The Solution: Your Purpose must be TRUE (the T in E.T.H.O.S.). It’s about who you are, not who you wish you were.

Pitfall 3: The Dusty Poster Syndrome

The Problem: Crafting a beautiful Purpose statement that nobody remembers or uses. The Solution: Keep it SIMPLE (the S in E.T.H.O.S.) and integrate it into daily operations, not just wall art.

Pitfall 4: The Profit Disguise

The Problem: Dressing up “make more money” in Purpose language. The Solution: Purpose is about impact, not financial outcomes. Profit follows Purpose, not the other way around.

Does Your Current Purpose Pass the E.T.H.O.S. Test?

If you already have a Purpose statement, evaluate it honestly using the E.T.H.O.S. Framework by Clare Treston:

E – Eternal: Will this be true in 20 years, regardless of strategy changes? 

T – True: Does this authentically reflect who we actually are? 

H – Heartfelt: Does this create emotional connection, not just intellectual agreement? 

O – Oneness: Does every team member see how they contribute to this? 

S – Simple: Can people recall this without looking it up? (Under 7 words?)

If you checked all five boxes, congratulations—you have authentic rocket fuel.

If you checked fewer than five, your Purpose needs refinement.

If you checked zero or one… you probably need to start over.

Your Purpose Journey Starts Now

Crafting your Purpose is just the beginning. The real transformation happens when:

• Every team member can articulate why they do what they do
• Hiring decisions filter through “Does this person connect with our Purpose?”
• Strategy conversations start with “Does this align with our Purpose?”
• Customer communications reflect your why, not just your what
•  

Remember: NASA’s janitor famously said he wasn’t mopping floors—he was putting a man on the moon. When your team understands why their work matters, ordinary tasks become part of an extraordinary mission.

The framework you’ve learned here provides the foundation. But Purpose becomes powerful through team discovery processes, careful facilitation, and integration into daily operations.

Your next decision: Will you settle for a generic Purpose that collects dust, or will you invest the time to discover the authentic fuel that’s been waiting to power your organization?