What does purpose really mean? 

Purpose is one of the hot topics for the moment, just like mission and vision were thrown about in the 1990’s. Jonathan Knowles HBR article from March 2022 explained that different organisations use purpose in different ways; some are around competence, some are around culture, and some are around cause. I think all organisations really need to understand which type of purpose is most authentic to them, fits with their strategy and really aligns with their stakeholders. Organisations have to be really thoughtful around what really motivates employees and helps them with that alignment process as you are trying to implement strategy. Pursuing purpose is a good idea but you have to get the right purpose and ensure it’s authentic, sits with the strategy and serves stakeholders.