The document discusses the importance of defining one's personal and corporate purpose. It provides tests to help individuals clarify their personal purpose, such as considering how they want to be remembered. Defining purpose can provide benefits like a sense of contribution, relevance and belonging. The document advocates aligning personal and corporate purpose, provides examples like Patagonia, and emphasizes that purpose should inform decisions and actions. A key takeaway is that when an organization's purpose resonates with people, it can earn trust and support to succeed.

1. Leading with Purpose
TERRY STUART, Senior Partner, Client Innovation, Deloitte Canada

2. Purpose is…
In other words, it is…
A hot topic
Confusing
Important
In need of clarification…

3. Can you define yours?
Two lenses:
• Personal
• Corporate

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Test 1: Do you want it written in your obituary?

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Test 2: Is that how you want your grandkids to
remember you by?

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Test 3… “the BS TEST”: Are you actually living it or does it
just sound good?

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Reality: most people have not defined their purpose
Source: Milton Rokeach, The Nature of Human Values, 1973 / Isaac
Human Ideals Survey, 2006
Family Security
Pleasure
Inner Harmony
A World of Beauty
True Friendship
National Security
Sense of Accomplishment
Social Recognition
Love & Intimacy
Salvation
Self-respect
A Comfortable Life
Wisdom
An Exciting Life
Happiness
Equality
Freedom
A World at Peace
100%
all people,
regardless of age,
sex or ethnicity
Time to simplify:
We all share common human ideals
are the catalyst
for any significant
social movement.

9. Terry Stuart @ C2 Montreal 9
Map to your values & beliefs
Defining your
purpose:
Know what you stand for.
Do what you believe in
Gain deeper insight through journaling to
contemplate and discover your “best self”
Do more of the things that you are
good at that energize you
Don’t forget to engage in hobbies and
activities that give you pleasure
Continue to reflect and re-
frame your purpose as your
situation changes. Be agile,
adapt, and repeat
Consider a short break or a longer vacation to
rest and recover so you can be refreshed for
what’s next
Don’t underestimate the impact you have on others.
Imagine your life experiences as valuable coins.
Share them but also get inspired as a “coin” collector
Understand what’s holding you back. Re-
frame those faulty stories and excuses you
tell yourself with a new positive narrative
Remember to take care of
yourself first before you take
care of others
Self awareness through reflection
Play to your strengths
Pursue your passion
Life is an adventure
Take time to recharge
Share your coins
Road blocks & barriers
Make self-care a priority
https://www2.deloitte.com/content/dam/Deloitte/us/Documents/about-deloitte/us-about-defining-purpose-vertical-infographic.pdf

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Contributions to others: social improvements
and helping people in need
Relevance: feeling like your contributions have
made an impact
Status: respect, recognition, and an increased
sense of worth
Control: freedom to do your own work and master a task
Power: the ability to direct or influence others in a
leadership capacity
Learning: attainment of valuable skills and new
experiences
Belonging to a community: a sense of
connection
Accomplishment: intrinsic satisfaction in
completion and achievement
Benefits of operating
from a place of purpose
https://www2.deloitte.com/content/dam/Deloitte/us/Documents/about-deloitte/us-about-defining-purpose-vertical-infographic.pdf

11. How do personal and corporate
purpose come together?

12. Corporate PurposePersonal Purpose of
CEO, Rose Marcario
Don’t Buy This Jacket campaign:
• Donated all Black Friday
2011 revenues to charities
in line with its ethically-
correct environmental brand
And beyond…
• Since day 1, they have given
over $90 million in cash to
grassroots environmental
groups
• Donated Trump tax cut,
~$10,000,000, to
environmental causes
Living Purpose: Patagonia
“The values I try to bring to
work are about this belief
that people and planet and
meaningful work can all
work together in a healthy,
synergistic ecosystem.
Those are the things that
will move the world
forward.”
“We’re in business to save
our home planet”

13. A new starting point for institutions and
businesses:
When people want you to
win, you become very hard
to beat.

14. Purpose driven leaders
4 types that thrive in the 4th IR
Social supers
These Social Supers consider
social initiatives fundamental
to their businesses, and their
optimism about creating
societal impact influences their
outlook in several ways.
Data-Driven
Decisives
Overcome challenges by taking
methodical, data-focused
approaches to strategic
decision-making.
Disruption Drivers
These leaders understand that
investments in disruptive
innovations set their
organizations apart from
competitors.
Talent Champions
These executives are preparing
employees for digital
transformation. They are more
likely than others to invest in
employee retraining for the
future of work.
CEO of Patagonia, Rose
Marcario CEO of Amazon, Jeff Bezos
CEO of Bumble, Whitney
Wolfe
CEO of Zappos, Tony Hsieh
Source: Deloitte Insights, Success personified in the 4th IR

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How my personal and corporate
purpose are aligning as we speak…
It’s a journey…

17. My purpose: To help
individuals connect
with themselves and
others to achieve their
human potential
But there’s light.
Sometimes it gets dark.
The path isn’t easy.
Bringing purpose to life

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Take-aways
When people want you to win, you become very
hard to beat.
Keep revisiting and redefining your purpose as you grow.
Never let it be words on a page!
Stand for something great: clearly define your personal
AND corporate purpose—let it inform decisions.
Earn the trust, support and enthusiasm of the
people your organization needs to succeed.

20. Achieve your potential.
Start your learning journey today.
personal corporate

21. Thank You
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