In times of uncertainty, talent shortages, and accelerated change, the most resilient companies have one thing in common: they know WHY they exist and what they stand for. Not just what they do, or how they do — but the very first reason of their existence. This should be a reason beyond profit. As Professor Charles Handy, from Harvard Business School, mentioned: “The purpose of a business IS NOT to make a profit, full stop. It is to make a profit so that the business can do something more or better. That ‘something’ becomes the real justification for the business”.
In fact, nowadays, having a clear and lived Corporate Purpose is no longer a “nice to have”. It’s a critical success factor. It supports decision making, helps to align teams, inspires bold strategies based on a longer-term vision, and earns the trust of those who matter most — employees, customers, investors, partners, and society at large.
Purpose is not a slogan or a vague promise hanging on the wall. A strong purpose is a strategic compass. It has a real impact on decisions, priorities, and even on what the company chooses not to do.
Think about this:
If your company disappeared tomorrow, what would the world lose?
If the answer isn’t clear... maybe it’s time to (re)think your purpose.
“But our company doesn’t even have a purpose statement…”
No problem. It’s never too late to start — and often, the purpose already exists between the lines, waiting to be discovered, aligned, and made explicit.
“We already have a written purpose, but...”
Then the question is: is it still working? Is it useful? Is it lived in everyday decisions or forgotten in a slide deck?
If those questions sparked your attention, check where your company (and you) stand:
Choose the quiz that best applies to your case (having or not having a Purpose), and answer honestly with YES or NO:
We don’t yet have a defined purpose
1.Can people in the company (and our close stakeholders in general) explain why we exist (why “we do” what “we do”) beyond profit?
2.Have we had structured conversations about the impact we want to have in the world?
3. Do we clearly know who we create value for (besides selling products to our clients), and how?
4. When we have to make a difficult decision, where we have stakeholders in conflict, do we rely on any “rule”, “condition”, “motto”, or even a purpose that is above these conflicts?
5. Can we explain what will make us relevant ten, twenty, and 50 years from now?
3 or more YES answers? You’re closer than you think to having a solid purpose. It may just need to be formalized.
Fewer than 3 YES answers? This may be the right time to dig deeper: purpose isn’t invented, it’s discovered.
2. We already have a purpose... but is it still working?
Let’s find out:
1. Does it faithfully represent the company’s reason for existence?
2. Does everyone in the team, and close stakeholders, know your Corporate Purpose, and can say it spontaneously?
3. Does it influence strategic decisions (investments, partnerships, hiring, innovation)?
4. Is it more than a nice phrase? Does it truly shape daily actions?
5. Does it still make sense in light of current challenges (sustainability, digitalization, inequality)? And does it have the power to guide your operations in the long run?
4 or more YES answers? Congratulations — your purpose is alive and relevant.
Fewer than 4 YES answers? It might be time to revisit and re-energize that compass!
Everything starts with Organizational Purpose. No organization can create lasting value in the long term without a clear Purpose, nor can it succeed in the short to medium term without a strong strategy to implement that (timeless) Purpose through shorter strategic cycles.
Purpose is more than an institutional statement: it is the starting point for a coherent organizational culture, for making tough decisions in times of crisis, and for building trust-based relationships with society. It is the anchor for any change strategy.
Stay tuned, our next newsletter will cover the next step: “Okay, I have a clear Purpose. Now, how do I bring it to life?”
Have a great and impactful Summer!
Adriana Zani, Researh Fellow