Organisational Purpose
When purpose is clear and genuinely felt, it shapes decisions, aligns effort, and gives people a reason to bring their best. These resources explore how to define, articulate, and embed purpose so it becomes more than words on a wall.
Tools
Frameworks for defining purpose, crafting narrative, and connecting an organisation's reason for being to its everyday work.
The Hero's Journey is a timeless narrative framework that helps organisations tell compelling stories about transformation, change, and growth by positioning their experiences as archetypal adventures with challenges, mentors, and ultimate triumph.
The Heart of Business is a framework developed by Hubert Joly that helps organisations align their operations with a deeper sense of purpose. It moves beyond profit-driven goals to connect strategy, culture, and leadership around what the organisation is really for.
A Theory of Change is a strategic planning tool that maps out how and why you expect a desired change to happen. It connects your activities to your outcomes, showing the logical path from what you do to the impact you want to create.
A Narrative Strategy is a plan for how your organisation tells its story in a way that connects with people and advances your goals. It goes beyond individual stories to create a consistent, compelling narrative that runs through everything you communicate.
Articles
Thinking on what makes purpose meaningful - from writing mission statements that work to embedding purpose into how decisions get made.
Most mission statements sound impressive but don't actually do anything. This guide helps you write one that works - a clear, honest statement that guides real decisions and connects your organisation's daily work to its deeper purpose.
The real business case for organisational purpose isn't about inspiration - it's about what happens when everyone in the organisation understands why the work matters and can use that understanding to make better decisions, every day.
Most organisations have a stated purpose. Far fewer have one that shapes how people actually work. This article explores why purpose gets stuck at leadership level and what it takes to embed it into daily decisions, team dynamics, and organisational culture.
A guide to storytelling for social change that goes beyond theory into the science of why stories work. It covers how to build narratives that transport audiences, shift beliefs, and drive real action for your cause.
Courses
Structured learning on purpose, narrative strategy, and theory of change - for individuals and leadership teams.
A hands-on course for programme and project teams. You will leave with a completed Theory of Change for your programme - a clear map connecting what you do to the outcomes you are trying to achieve.
A lively, one-day workshop designed to unite teams around a shared mission, strengthen connections through engaging activities and cultivate a sense of collective purpose.
A facilitated session designed to help leaders align and connect with their shared purpose - supporting them to take stock, align their thinking and develop action around a common, shared purpose.
Case Studies
An example of how we've helped an organisation develop and embed a clear social purpose strategy.
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