If you truly have a purpose – it shouldn’t be hard to articulate.

Yes, reducing it to a pithy one liner might be, making it sound marketing friendly or punchy on a hashtag – but honestly, that’s all irrelevant, and those organisations who spend time crafting their purpose statements and values rather than delivering on them are possibly worried about the wrong thing.

So many organisations purpose are post-rationalised or designed to excite an audience into buying things – therefore inauthentic.

You can’t create a purpose. You either have one or don’t.

If you don’t – that’s fine, create a mission and business plan which everyone works to. If your purpose is to make money to exit, that’s fine.

But don’t create something inauthentic.