This document provides guidance for business leaders seeking to align their company's purpose and strategy. It defines purpose as a company's authentic reason for existing rather than a goal or marketing slogan. The document outlines Simon Sinek's "Golden Circles" framework and gives 10 principles for finding and expressing purpose, such as ensuring it reflects the original intentions, remains consistent over time, and inspires belief. Case studies of independent consultancy Independents United and UNESCO are presented. Leaders are encouraged to use the 10 principles checklist to articulate a purpose authentic to their organization.