Getting Aligned on Purpose

April 18, 2020


After I launched Purpose Greater Than Profit, I began to recognize that establishing a clear and meaningful brand purpose was only part of the equation. Companies had to do more than know their purpose. They had to demonstrate a commitment to it. 

I also noticed the type of work I wanted to do with my clients was changing. While I still love helping companies craft and tell their stories, I also wanted to move beyond the context of branding and marketing. I wanted to help companies not only define their purpose but also provide leaders with tools and support to turn their message into action. 

Once I made this distinction, I started to explore how other companies have done this. I reflected back on my experiences working with great companies and started reading about purposeful leaders. Additionally, through the support of some fantastic entrepreneurs, mentors and business leaders, I came to better understand different ways purpose flows through an organization and influences all parts of a business. 

I started to craft a process or journey that purpose takes through an organization and developed a new framework for my business. I’ve narrowed this process down to seven steps. It starts with a clear vision or message and results in establishing accountability among leaders and within the business. 

I realize that today most companies are in survival mode. They’re either doing everything they can to serve and support those on the front line. Or, they’re trying to maintain the health and livelihood of their employees and the future of their business.  

A bright spot for me during this time is that more and more companies are leaning into their purpose and making decisions and changes that better reflect and align with their purpose. I’m looking forward to doing what I can to help companies keep hold of the values, experiences and connections that reflect their purpose as they eventually transition back into a new normal.

I hope you stay on this journey with me as I work to create more tools to help businesses identify their purpose and align their organizations around it.




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Karen Bailey is a brand purpose consultant and specializes in helping companies define their purpose and align their business around it. In 2017, she launched the blog, Purpose Greater Than Profit, to start a meaningful conversation about the increasingly important role of brand purpose, purposeful leadership and a better way of doing business.


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