Your Purpose is the rocket fuel that will propel your organization toward its Moonshot. While your Moonshot engages the head with clear, measurable goals, your Purpose ignites the heart with meaning and passion. It’s what transforms work from mere obligation into something deeply fulfilling.
But here’s what most business owners don’t realize: according to research, approximately 70% of employees define their sense of Purpose through work. Yet most organizations struggle to articulate why they exist beyond making money. This disconnect is costing you more than you think.
Why Purpose Drives Performance
According to research by McKinsey and Deloitte, organizations with clear, authentic Purpose consistently outperform their competitors:
- 6 times more likely for employees to want to stay with the company
- 4 times more likely to report better health and resilience
- 5 times more likely to go above and beyond for company success
- 3 times faster growth compared to organizations without clear Purpose
The science is clear: when people connect emotionally with their work’s meaning, everything changes. Energy increases. Creativity flourishes. Results accelerate.
What Purpose Really Is (And Isn’t)
Your Purpose isn’t about future aspirations – that’s what your Moonshot is for. It’s not about market position or organizational goals. And it’s definitely not a tagline or slogan.
Your authentic Purpose is the timeless reason your organization exists. It’s what you’re passionate about and will always strive to do, regardless of how your business evolves. It’s the impact you want to have on the world.
The E.T.H.O.S. Framework: Five Elements of Compelling Purpose
Through working with hundreds of organizations, I’ve developed a framework to help craft Purpose statements that truly resonate. I call it E.T.H.O.S.:
E – Eternal
Your Purpose should stand the test of time. It’s not about short-term goals or current market conditions, but a timeless reason for existence. It’s something you are passionate about and will always do.
T – True
Authenticity is everything. Your Purpose must genuinely reflect your organization’s core beliefs and values. A false Purpose is worse than no Purpose at all – it breeds cynicism and erodes trust.
H – Heartfelt
Purpose is fundamentally about emotional connection. It should stir something in your team members’ hearts, inspiring them to connect with their work on a deeper level.
O – Oneness (Unifying)
A powerful Purpose brings diverse teams together under a shared mission. It creates alignment and fosters collaboration across all levels of your organization.
S – Simple
Keep it simple. Your Purpose should contain no more than three concepts, otherwise it becomes too complex. It needs to be easy to understand, remember, and communicate.
The First Classification System for Purpose Types
Through analysis of hundreds of Purpose statements across diverse organizations, I’ve identified six distinct types of Purpose that consistently drive results. This classification system—the first of its kind for business strategy—provides teams with a clear framework for understanding which Purpose approach best aligns with their authentic values and aspirations.
Here are the six proven approaches:
1. Passion-Based Purpose
Rooted in genuine enthusiasm for your industry or field.
Real Example: “Because we love it too” Oztix, Australia’s largest independent ticketing company, built their Purpose around shared passion for live music and experiences. This authentic enthusiasm creates powerful connections with team members, customers, and industry partners who all share that same love.
2. Quality and Excellence Purpose
Centered on delivering superior products, services, or performance.
Real Example: “Crafted for Care” Emery Industries, a medical equipment manufacturer, operates in an industry where lives depend on product reliability. Their Purpose reflects their commitment to quality and care, directly shaping their business practices and design innovation.
3. Customer-Oriented Purpose
Focuses on the positive impact you have on customers’ lives.
Real Example: “Making People Feel Great at Work” Infectious Clothing transforms traditional medical uniforms into modern, stylish workwear that healthcare workers actually want to wear. Their Purpose, born from founder Pete Doran’s own nursing experience, resonates with both purchasing decision-makers and end users.
4. Legacy and Tradition Purpose
Emphasizes rich history, cultural significance, and time-honored practices.
Real Example: “Crafting Australian Heritage Every Day” Buckle, founded in 1922, preserves traditional leather-crafting techniques while maintaining ethical standards. With average staff retention of 16 years, their Purpose unites timeless craftsmanship with contemporary values.
5. Community Impact Purpose
Focuses on bettering society at a local or regional level.
Real Example: “We are the Heart of the School Community” West End State School P&C uses their Purpose as a decision-making tool in every meeting, asking “Does this align with being the heart of the school community?” This clarity helps them manage their complex operation of 57 employees and $3.68 million budget.
6. World Impact Purpose
Addresses grand challenges facing humanity or the planet.
Real Example: “We Create Meaningful and Long-Lasting Human Connections” TechForGood completely restructured their business around this Purpose, growing from 2 to 17 people and achieving $1.8 million revenue – all without a single salesperson. Their 95% customer retention rate proves that clear Purpose drives business success.
Discovering Your Purpose
Your Purpose lives in the heart of your organization. Unlike your Moonshot, which provides clear metrics, Purpose can feel abstract and hard to articulate. But it’s always there, waiting to be uncovered.
Start by looking beyond what you do and how you do it, to explore why you do it:
- What impact do you always strive to make?
- What difference do you want to make in the world?
- What are you truly passionate about?
- Why does your organization exist beyond making money?
- What gets you excited about coming to work?
From Purpose to Power
Remember, your Purpose isn’t just words on a page – it’s the emotional fuel that energizes your team’s journey toward your Moonshot. When authentically embraced and consistently lived, it transforms your organization from a group of people going through the motions into a united force working toward something meaningful.
Your Purpose provides The Why that makes the challenging journey to your Moonshot worthwhile. It’s what keeps you going when obstacles arise. It’s what attracts and retains the best people. It’s what creates genuine connections with customers who share your values.
Your Rocket Fuel Awaits
Every extraordinary achievement needs both a clear destination and powerful fuel to get there. You’ve seen how Purpose drives performance, engagement, and results. You understand the framework for crafting authentic Purpose. You’ve explored the six distinct types that resonate across industries.
Now it’s time to discover the Purpose that will fuel your organization’s journey to extraordinary achievements.
What’s your Why? 🔥
Ready to Discover Your Authentic Purpose?
Understanding Purpose types is just the beginning. The real transformation happens when you guide your team through the collaborative process of uncovering their authentic Purpose and aligning it with their ambitious Moonshot.