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Meaning, purpose and identity are deeply integrated into successful organisations.


Those that have a why to live, can bear with almost any how - Nietzsche


  • Deeply Integrate Purpose: Ensure that the organization's purpose is deeply ingrained in every aspect, not just mentioned in mission statements.
  • Align Individual and Organizational Goals: Take steps to ensure that individual employee goals and the organizational goals are aligned.
  • Redefine Strategy Around Purpose: Make purpose the guiding principle in strategic planning and decision-making.
  • Enhance Psychological Safety: Use the alignment of purpose to build a more psychologically safe workplace.
  • Foster Collaboration: Encourage a collaborative culture by making sure everyone understands how their role feeds into the larger purpose.
  • Prioritize Resilience: Build resilience training and encouragement into organizational development, emphasizing how it aligns with the overarching purpose.
  • Seek Aligned Partnerships: Look for collaborations and partnerships with other organizations that share a similar purpose.


  • Why are you here? What do you stand for?
  • Where are you heading? Why are you heading there?
  • Who or what is the enemy? How can you identify the enemy quickly?
  • What information would you need to change your direction?


  • Big does not mean good
  • Don't be a sheep
  • Strong opinions, loosely held