In today’s environment, having a clear, authentic purpose isn’t optional—it’s a strategic imperative. But most businesses still get it wrong.
In Chapter 1 of Every Team Actually Doing Better Business, we explore why so many purpose statements fall flat and what it truly takes to create one that drives action, growth, and lasting impact.
This chapter unpacks:
Why vague, feel-good statements won’t cut it anymore
- What makes a purpose statement both inspiring and operationally effective
- How to create a purpose with “stretch and teeth” to guide real strategic decisions
- Common pitfalls—and standout examples from companies like Airbnb, TSB, and IKEA A six-step process for developing a purpose that aligns teams, fuels innovation, and delivers results
Download the full chapter to learn how to craft a purpose that powers better business.