“You must be the change you wish to see in the world.” Gandhi

When asked what the organisational purpose is, many business owners and directors will say either:

  • To make money
  • We make “widgets or thingamabobs”

It is therefore not surprising that, in those organisations, the teams will usually not feel any sense of purpose at work and when asked why they work there, they will say:

  • To pay the bills
  • To make “widgets or thingamabobs”

Other stakeholders, in particular customers, will clearly also have very similar views.

Most founders of businesses do not start them for the above reasons, they usually have a cause or purpose. What was the original purpose of having a thingamabob? What difference did it make in people’s lives?

An organisation without a clear purpose is like a ship with no rudder, floating around in the ocean. It might eventually find shore, but who knows when or where.

Any strategic plans that are not driven by purpose are likely to fail or at the very least come up short.

This is particularly true today more than ever for the following reasons:

  1. We live in a VUCA world:

V = Volatility. The nature and dynamics of change, and the nature and speed of change forces and change catalysts

U = Uncertainty. The lack of predictability, the prospects for surprise, and the sense of awareness and understanding of issues and events

C = Complexity. The multiplex of forces, the confounding of issues, no cause-and-effect chain and confusion that surround an organisation

A = Ambiguity. The haziness of reality, the potential for misreads, and the mixed meanings of conditions; cause-and-effect confusion

That means we can no longer carry on doing things the way we used to, or work off a detailed, out of date plan. Having a clear purpose will be our rudder to guide us. Having an adaptable plan is also fundamental to reacting to changes, rather than blindly following or plan.

  1. Traditional industries are being disrupted by agile startups that can move faster, adapt to, and adopt technology better and quickly mobilise teams. This leaves the bigger more established companies flat-footed and outsmarted.
  2. The millennial generation (born after circa. 1980), are unlikely to work for an organisation, that does not have a clear purpose.

The organisations that embrace purpose, with more agile planning structures, will be best placed to not only survive the storm but also thrive.


This programme is suitable for organisations of any size and maturity, right from startups to major corporations. However, it is particularly suited to the mid-size company.

Organisations with £2m to £250m turnover or 50 to 500 employees will get the most benefit from the programme.


We can help organisations find their purpose, and communicate and make it stick throughout their business. We then help them develop the strategic framework to allow that purpose and the organisation flourish.

The project typically runs in 3 phases:

  1. Creating the Purpose – This is a facilitated learning assignment and typically can be delivered in 1 to 2 days. In it, we facilitate the delivery of the new organisational purpose and core values.
  2. Planning the Purpose – In this consultancy and coaching phase, we will help you deliver a plan to implement the changes required to deliver on your purpose. We typically use Lean Startup tools such as the Business Model Canvas here to develop a rapidly deployable, testable and flexible strategy. This typically takes around 3 – 6 months and consists of facilitates sessions plus coaching and supporting the client lead to deliver the plan. There is typically 3-4 days chargeable time in this phase.
  3. Executing the Purpose – This is an optional ongoing coaching and mentoring phase, where we hold you account to implement your plan. We can also help you change your systems, processes, HR practices and meeting structures to help ensure that your purpose is at the forefront of everything you do and every decision you make.

This programme can also be rapidly deployed using a sprint process, meaning stages 1 and 2 above can be achieved in as little as two weeks.


There are many outcomes from this process, but are some of the key ones:

  • Teams are likely to be more creative and be more productive when united behind a clear purpose. They should also make decisions in the best interest of the purpose and therefore the company.
  • The company will be able to better adapt to and stay ahead of disruption and other business threats.
  • Customers will know what you stand for and why, which should result in increased customer loyalty.
  • Suppliers, communities and other stakeholders should also have a greater sense of alignment and affinity with the organisation.
  • Purposeful organisations make a considerably better financial return than non-purposeful ones (according to Firms of Endearment, 6 times more)


The programme will be tailored to suit each individual client, so pricing is calculated after the initial scoping phase, which is free.


If you would like to find out more about this programme, and how it can help your organisation, please get in touch:

Call Now on 01493 800032 or 07733265953, or email ian.hacon@yellowbrickroad.co.uk