Purpose is found at the intersection of our beliefs, our expertise and the needs of our stakeholders, not just shareholders, but customers, employees, partners, and communities. The greatest, most profitable organizations (and the happiest people) have identified a need in the world they are uniquely positioned to fill: why they exist. These companies and people are driven by purpose. To discover our purpose we must articulate what we stand for and what we believe. We must work to understand what each of our stakeholders want and need. We must come to know our strengths and be sure of what we do better than anyone else. Only then, with these insights and at the intersection of these three things, can we discover our singular purpose and align our business, culture and brand with it.

1. HOW TO FIND YOUR
COMPANY’S PURPOSE

2. Here’s the big idea.
There is a fundamental disconnect between the way we build and operate
our businesses and what our customers, employees and stakeholders truly
care about.
As a result, most businesses spend money on advertising that doesn’t
resonate and messages that will never connect with customers and
employees.

3. 63% of employees worldwide are not
engaged
Only 6% of global consumers believe the
singular purpose of business is to make
money
87% of global consumers believe that
business needs to place an equal weight
on society’s issues as it does on its own

4. Purpose is found at the intersection of our beliefs, our expertise and
the needs of our stakeholders, not just shareholders, but customers,
employees, partners and communities.
The greatest, most profitable organizations (and the happiest people)
have identified a need in the world they are uniquely positioned to
fill: why they exist.
These companies and people are driven by purpose.

5. To discover our purpose we must articulate what we stand for and
what we believe.
We must work to understand what each of our stakeholders want and
need. We must come to know our strengths and be sure of what we
do better then anyone else.
Only then, with these insights and at the intersection of these three
things, can we discover our singular purpose and align our business,
culture and brand with it.

6. Purpose is found when our
beliefs, our stakeholder
needs and our expertise are
in alignment.

7. Once purpose is discovered
and articulated, it informs
every strategy, tactic &
decision in an organization.

8. When we have codified a clear and singular purpose it becomes our
north star, and the filter for our thinking.
When we know what we stand for, we know what we stand against.
We know what to pursue and what to say no to.
We know where to focus and what to eliminate. Once purpose is
discovered it informs every strategy, tactic and decision made in an
organization and speeds decision-making.
This is a purpose-aligned organization.

9. 629 North High Street
Fourth Floor
Columbus, Ohio
43215
(614) 859-6008
storyforge.co
purpose@storyforge.co