Purpose Isn’t a Slogan. It’s a Foundation.

Without purpose, we fade. With purpose, we thrive.

I learned this the hard way.

Years ago, I led a team through a major organisational shake-up. Structures changed. Roles shifted. The work continued — but the why disappeared.

Morale dipped. People started asking:

“Do we still matter?”

“What difference are we really making?”

We’d lost our North Star.

The turnaround only came when we re-anchored in a shared purpose — one that transcended organisational charts and deliverables. Something each person could connect to and claim as their own.

Slowly, the spark returned.

Energy increased.

Performance followed.

That experience has shaped my work ever since. Because I’ve seen first-hand: without purpose, people and organisations decline. But with it, they flourish.

The Data Is Striking

This isn’t just intuition — the science is clear:

• People with a strong sense of purpose are 5× more likely to experience wellbeing

• They face a 15% lower risk of death (yes, purpose is literally life-extending)

• At work, they’re 4× more engaged — and companies with engaged employees see stronger EBITDA margins

• Employees are 33% more motivated when organisations prioritise meaning over profit

From McKinsey Igniting Individual Purpose in Times of Crisis, 2020

Companies where purpose creates a foundation for growth

Patagonia built purpose into its DNA — donating all profits to climate action. Their stance hasn’t hurt growth; it’s made them one of the world’s most trusted brands.

Tony’s Chocolonely has risen from a Dutch start-up to a €200m global player by sticking to one mission: 100% slave-free chocolate. Their Open Chain model even pushed UK retailer Waitrose to pay farmers more — and sales of those bars increased 43% despite higher prices.

Microsoft under Satya Nadella shifted from a “know-it-all” culture to a “learn-it-all” one, guided by the purpose of empowering every person and organisation to achieve more. Their market cap has multiplied five-fold since.

Abel & Cole has built its growth by making sustainable living simple. From partnering with small organic farmers to pioneering reusable delivery boxes and running low-emission delivery routes, their purpose is woven into every part of the business. The result? Millions of boxes saved from waste, lower carbon emissions, resilient supply chains, and a fiercely loyal customer base. Their success shows how staying true to purpose — providing easy ways to help the planet — can become a powerful competitive advantage.

These aren’t just inspiring stories. They’re business cases for anchoring in purpose.

How Leaders Can Start Today

Purpose doesn’t have to come from the boardroom. You can ignite it at the team level. 💡💡 Try this:

→ Ask the big question together: Why do we matter — for each other, our clients, and the wider world?

→ Capture stories: Invite people to share when they’ve felt proudest of the team. Patterns often point directly to purpose.

→ Make it practical: Use purpose as a filter for decisions. Before saying yes, ask: Does this align with why we exist?

→ Keep it alive: Celebrate everyday actions that bring purpose to life. Purpose thrives in moments, not just mission statements.

A Foundation for Growth

In the Make It Human Growth Culture model, purpose is one of the essential foundations.

→ It grounds identity.

→ It powers motivation.

→ It unlocks performance.

If your team is drifting, don’t just demand more effort. Create the conditions for growth. 🧭 Start with purpose.

That’s why I’ve created a practical 1-pager: The Power of Purpose & How to Build It. It’s full of exercises, stories, and steps to help you (re)discover your North Star.

📥 Download the high-res PDF (plus 80+ resources) by joining the Make It Human Club

Download 1-Pager: The Power of Purpose & how to build it

Without purpose, we fade.

But with it — we thrive.