I’ve had a burning desire for some time to disrupt what I call the ‘“Purpose Paradigm” – that is, purpose sitting as a tick the box marketing exercise, or fad, to artificially demonstrate a brand trying to do good in the world. Don’t get me wrong, purpose should be a core, if not fundamental component of the marketing mix (just another P to add to the mix). However, in order for a company to claim to be purpose-driven, purpose first and foremost has to be inside-out, starting with it’s people (another P)…

Welcome to PurposeFused, where we use purpose to unlock people’s potential and optimize their performance and impact.

This article explores how purpose can be effectively embedded into an organization so that it becomes a driver of behavior. Purpose is first and foremost about people. It translates people’s passion into action by focusing them on what matters most.

To clearly articulate your purpose after an effective purpose discovery process, you need to ensure your purpose statement is: 1) inspirational; 2) relevant; 3) actionable; 4) enduring; and 5) memorable.

In this article we explore how purpose fits within the organizational system and design, leveraging the learnings from our unique balance of experience across the business, non-profit and sports sectors.