Introducing Purpose-Led Growth (PrLG): Let Purpose Drive Your Growth

We're familiar with product-led growth (PLG), sales-led growth (SLG), and the hybrid product-led sales (PLS) . But today, let's explore a different approach: purpose-led growth (PrLG). In a world where businesses are often driven by either product innovation or sales prowess, I believe PrLG is a powerful alternative, or at the very least, a useful complementary approach.

Purpose-led Growth (PrLG) is about letting the deeper mission and values of your company guide your customers to choose your product. It's about resonating with their beliefs, aspirations, and desires to make a difference. When customers align with your purpose, they don't just buy a product—they become part of a movement.

Here’s why this matters:

1. Authentic Connections: When your purpose is clear and compelling, it creates genuine connections with your audience, beyond just transactional relationships.
2. Loyalty and Trust: Customers who believe in your mission are more likely to stay loyal and advocate for your brand, leading to sustainable growth.
3. Differentiation: In a crowded market, a strong purpose can set you apart. It’s not just about what you sell, but why you sell it.

So, what makes a good purpose statement? It needs to be authentic and specific. For example, "We want to make the world a better place" might sound noble, but it lacks specificity and authenticity. Now, imagine a purpose statement like this (I haven't seen one like this yet, but I hope to someday)::

"We believe work gives meaning to human life. While some, like Mustafa Suleyman, CEO of Microsoft AI, predict a future where AI and universal basic income replace the need for human work, we disagree. We believe that human life would be empty without the fulfillment and purpose that work provides. That's why we are committed to creating a healthy and fair working environment for our workforce. Our product suite is designed to enhance fairness and equity in the workplace (let's assume my fictitious company build some kind of product for human workforce), ensuring that work remains meaningful and fulfilling."

This kind of purpose statement is specific and authentic. It clearly defines what the company stands for and how it differentiates itself from prevailing narratives. A statement like this not only will win customers, but will also attract top talent.

It is also crucial that top leadership embodies and drives the company's purpose. In this approach, product and sales tactics become subservient to the purpose; they are means to an end, not ends in themselves.

Let's shift the focus from merely showcasing product features or leveraging sales tactics. Let’s inspire our customers with a purpose that truly matters and aligns with their own values and goals.

P.S. A few other articles discuss the same concept from a different perspective. Read this and this .