The Importance of Purpose

The Importance of a Purpose Statement

A business that uses a Purpose to guide it could be any business. It needn't bear the label "Social Enterprise."

Purpose is a target, a goal that's bigger than just the company. Some people describe it as a North Star or a Moon Shot. And, like continuous improvement, it may be an inspiring and never-ending quest.

The Purpose Statement is the reference point, the light in which a company stands and weighs decisions against. It is why the company exists and what gets people out of bed in the morning with enthusiasm for the task.

Ashley Bright, CEO of GCG Brighthouse, describes Purpose as a statement intended "to be generative… so that the benefits reach beyond the busi ...