Your purpose, should be a reflection of why you do what you do and what makes your business unique, and hopefully fun to be a part of. 

It should be an articulation of what you do better than anyone else that creates a “gravity” to which your customers and other stakeholders are attracted. 

 It serves as a filter for ideas, behaviour, and strategy. Anything that does not connect to the purpose, by definition, should not be done, as it is a wate of an opportunity to connect to the foundations of why you are here.