Lead with Purpose
Why a shared ‘Why’ matters more than a perfect plan
In the first article of this series, I reflected on a phrase that emerged during a recent podcast recording – one that has stayed with me since:
“Lead with purpose. Act with integrity. Care deeply.”
Each part of that triad matters, but when it comes to navigating change, it’s purpose that often makes the difference between confusion and cohesion.
Purpose helps people make sense of change
When organisations go through transformation – whether cultural, digital, structural or strategic – one of the biggest challenges isn’t the change itself. It’s the ambiguity that comes with it.
People ask:
What’s happening?
Why are we doing this?
What does this mean for me?
And often, the answers aren’t fully formed yet. The details are still emerging. The roadmap is evolving.
But even when the how is unclear, leaders can still offer something powerful: the why.
Because when people understand the purpose behind a change, they’re more likely to trust the journey, even if the destination isn’t perfectly mapped out.
Purpose unifies before details align
I’ve seen this dynamic play out during large-scale transformations: when teams from different functions or business units had to come together under a new strategy.
At first, there was uncertainty. Different priorities and competing perspectives. In some cases a natural sense of loss or resistance. But once we collectively articulated a clear purpose – why this change mattered, what it would enable, and who it was ultimately for – things started to shift.
The purpose didn’t erase complexity, but it gave us something to anchor to. It created a narrative that helped people understand not just what was changing, but why it was worth it.
Purpose isn’t just for leaders
Too often, purpose is treated as something that lives in executive presentations or brand campaigns, but in practice, purpose belongs to everyone – not just those in formal leadership roles.
It’s what gives people a sense of contribution. It connects everyday work to a bigger impact. And when it resonates, it creates energy, especially when the work is hard or uncertain.
During times of change, purpose can often be the clearest signal people have that the disruption is meaningful, and not just mechanical.
Purpose as narrative, not slogan
When I talk about purpose, I don’t mean a few polished words in a glossy brochure or presentation. I mean a living, evolving story that helps people:
Understand the reason behind change.
See how they fit within that story.
Feel confident that their efforts have meaning.
A well-defined purpose doesn’t need to explain every step, but it must explain the direction, and the difference we’re trying to make.
Practical reflections
If you’re leading change – or even just working within it – here are some questions that I’ve found useful in clarifying and communicating purpose:
How does this change help us better serve those who rely on us – customers, communities, colleagues?
What’s the underlying opportunity or challenge we’re addressing?
What values or commitments are driving our decisions?
What would we say to someone new joining the team tomorrow?
These questions don’t generate soundbites – they uncover truth. And they help shape a narrative that people can believe in.
Up Next: Acting with Integrity
In the next article, I’ll explore what it means to act with integrity – how consistency in words and actions builds trust, and why trust is essential for any real transformation to succeed.
But for now, I’ll leave you with this thought:
