Andrew Penny, November 3 2020

What is Core Purpose?

Over that past few weeks we have been talking to clients about core purpose – that overarching reason to get up and do what you do each day. From an owner’s perspective making money is empty and soulless without purpose. From an employee point of view ’making the boss rich’ is obviously not a motivator. You can do much better than that!

This week the world will go through some interesting changes. The US election will certainly be a fork in the road that defines how not only the US operates, but will also how all the world’s people in the world will work together. This is being played out against a background of shifting power bases, emerging economies, climate change, digitization, virtualization, electrification and, oh yes – a pandemic.

Why is this relevant?

Your company’s core purpose should be eternal and unwavering. It should be bigger than your company, or you. It is something that you will work towards every day, but there will always be more to do. If you feel you need to change it because of temporal events – then you haven’t quite found your core purpose yet. 

If you’d like to know what ours is, send me a quick note.


Written by

Andrew Penny


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