Why Your Purpose Matters Right Now

April 6, 2020


As we face the uncertainties and challenges of operating through a global pandemic, I wanted to share some ideas about how your purpose and values can lead your business forward. 

One of the earliest studies I read about brand purpose highlighted the relationship between purpose and decision-making. Since then, I’ve seen how purpose can be both a guidepost and a roadmap for leaders and employees making decisions across an organization. Your purpose provides boundaries for what aligns with the organizations beliefs and directions for how to proceed.

I’ve been inspired during the past few weeks watching businesses push into their purpose to make challenging decisions or to transform their business to serve others. Regardless of whether your purpose was clearly defined and rolled out or if it’s still a little murky, this is an important time to consider how your purpose is affecting the choices you make. 

Here are a few ways to use your purpose to help your business adapt and make difficult decisions during this challenging and uncertain time.

Purpose influences:

…how you treat your employees. A lot of business leaders believe they are employee-first. Here’s your chance to show it. Look to your purpose to determine how to best support your workers and their families.

…what you do for your customers.This isn’t a time to sell, it’s a time to serve. That doesn’t mean giving away your services or work for free. Instead it means meeting people where they are. Use your purpose to figure out how to adapt your services to help people today. Your customers still need you.

…how you pivot your business. Step back from what you do and revisit why you do it. Now use your why to design new ways to serve your customers, community or those on the front lines. 

…where to find opportunities to help.The need is great and that can be overwhelming. Reflect on how your business can help. Use your purpose to prioritize where to direct your time and resources. 

…your plans to rebuild.This isn’t permanent. We will get through it, although it’s hard to know exactly what parts of our experiences will stay with us. Start to make note of the things that aligned with your purpose. Choose to continue the processes or policies that supported you and your teams. Ask what parts of this experience were in line with the business you want to become and what wasn’t. Then, adjust as needed.

Remember this…Your brand is less about what you say and more about what you do. You’re doing amazing. Keep it up. 




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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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