Is Purpose Important?
Jesper Lowgren
Chief Enterprise Architect | AI Agents & Agentic AI Operating Models | Thought Leader | Author & Speaker | Founder of Enterprise Architecture 4.0
There is much talk today about Purpose. And how important it is.
But what is Purpose? Exactly?
As a consultant and published author, I often get asked this question, and how an organisation can define its Purpose.
My answer is often the same: we cannot.
Let me explain. Purpose is not something we define, like a goal. Neither is it a strategy or plan to achieve a goal.
Let's go even further. Purpose is not something we do.
So what is it?
It is the nucleus of what is most important to us.
Purpose is a heart-matter, not a mind-matter.
What is most important to us doesn't change (or doesn't change very often), although how we approach it may change.
Herein lies the answer to a Purpose-led business. It is not something we retrofit. And this gives us two option to create a Purpose-led business:
- We create a business from the ground-up, based on what is most important to us (our WHY), and create living values that continuously enforces the Purpose.
- We transform a business from ground-up, by being crystal clear on the business we want to create (our WHY), and create living values that continuously enforces the Purpose.
That leaves one question: WHY is Purpose important in the first place? Why not continue as we have in the past?
Because of the digital disruption! With change and disruption accelerating, we need something in our business that doesn't change. Something we can hold on to. Something we can trust.
This is our Purpose. In a chaotic and changing world, where everything is relative, Purpose is our only fixed point.
It is our stake in the ground, where we declare who we are, what we do, and why we do it.
What is your purpose? How important is it in your business?
Jesper Lowgren is a published author, keynote speaker, member of board of advisors for Enterprise Transformation 2020, and a business & digital transformation thought-leader with Telstra Limited, Australia’s largest telecommunications provider. He consults exclusively to mid-tier corporate CEO’s on digital and enterprise change and transformation.
His book, ON PURPOSE - The Path to Extraordinary Business Transformation, can be found on Amazon.
Jesper is Swedish, and apologises for any Swenglish creeping into his writing.
Marketing Coach for Soulful Entrepreneurs
9 年That's a great description of purpose - being a 'heart-matter'! It's not only the core foundation that doesn't change, but also the rudder for directing what does need to change. And before the digital age, purpose was also central and it will remain so into our next evolutionary step.
14 bestselling business books sold in over 65 countries globally, corporate advisor, international speaker and media commentator.
9 年Great article Jesper (and fantastic bio)!
Change Navigator | Strengths Coach | MBA Candidate
9 年Purpose is your guiding light. The one thing that keeps you true among all the disruption, noise and change. I love the part about coming from the heart. You know you are on purpose because you feel it. Yasmin Tan, I think you will like this.
Account Executive at Logicalis Australia
9 年Jesper...A great reminder of one of the key elements that drives us both personally & professionally.... and I think that connecting Purpose with our objectives and how we execute on a daily basis is key to making our ideas crystalise....
Director - Sales @ John Morris Group | New Business Development, Key Account Management, CRM
9 年Nice post Jesper. With so much going on around us these days Purpose is crucial to selecting a path forwards. Thank you for sharing.