Are purpose and intention the same thing?

Are purpose and intention the same thing? No, but it’s easy to confuse the two.

Purpose is the reason “why” we do what we do. Intention focusses attention to make things happen. 

Purpose and intention in business

In business, an organisations purpose is the reason or “why” it exists - why it does what it does. 

Recent analysis of “purpose led” companies by the Corporate Board/EY Global Leadership Forecast suggests that purposeful companies outperform the stock market by 42%. Companies without a sense of purpose within their vision/mission, underperform the market by 40%. A clear purpose describes the “why” and engages others. Making money is usually a result of a compelling purpose coupled with a good execution.

Strategic intent focusses the board’s attention on tasks and activities that will contribute to the fulfilment of the companies’ purpose. Employee’s intention focusses individual’s attention on tasks that contribute most to the organisations purpose. In an ideal scenario employees personal intentions for their life and career (core intentions) should dovetail in some way with the companies’ purpose, creating a powerful combo that benefits all concerned.

Intention shapes what we say, and the way we behave which can result in getting results or achieving targets, but it’s not our overarching purpose. Intention is a way to get there.

Individual purpose and intenton

When applied to individuals, in my experience only a small minority are purpose led. If you ask people what their purpose in life is, many would struggle to define it.

As a parent, your purpose might be to be the best mum or dad you can be. Your intention is the way in which you parent – how you engage with your children, develop them, and guide them.

I coach a lot of clients who work in the financial sector, both on intention and career transition. A chief financial officer (CFO) is the senior executive responsible for managing the financial actions of a company. A start up companies CFO’s purpose might be to help the new organisation to succeed and flourish. They would fulfil this purpose by tracking cash flow and financial planning as well as analysing the company's financial strengths and weaknesses and proposing corrective actions. 

Start-up company CFO’s may share the same purpose but have very different intentions for their lives, leading to different decisions and actions. 

For example one CFO might have a core intention in life to retire at 50 and live on a remote island in the Fijis! This intention would focuss their attention on activities that will help them maximise their income earning capacity. It would shape their investment and career choices, actions and behaviours.

Another CFO might have a core intention to work part time and have quality time with their family, and plenty of time for their hobbies. Their intention would focus their attention on opportunities to work less hours whist still maintaining a good income. They might choose to qualify or gain experience in a niche area, or start working for themselves.

Purpose and Intentions are not the same thing, but they work hand in hand and contribute to one another. 

Further reading and links

Great article by Peter Fisk on purpose led organisations. Includes reports, research and statistics. https://www.dhirubhai.net/pulse/why-do-purpose-driven-companies-better-peter-fisk/

Intention Matters book. Accessible book on the neuroscience underpinning how intentions work in the conscious and subconscious brain: https://www.book2look.com/book/fycrRsfdNU

Intention coaching: https://www.aheadforwork.com/coaching