Purpose – when to codify and why?

Making money is non-negotiable for business. How it treats its people, and its world is a choice.

The codification of Purpose demonstrates intent to those close to you – your colleagues, your customers, and your investors.

If I understand the why, I can be more efficient in my efforts. I can invent distinctive products and services: I can decide whether your culture suits me: I can make a choice to buy from you or invest in you.

This is not distraction, this is efficiency.

First up, Purpose must make sense to colleagues. In my early career as a client, I realized that external agencies were sometimes better briefed on strategy, than insiders – my colleagues. No surprise that they did not “get it” and were ill equipped to implement against the strategy.

Codification of Purpose is an act of generosity to colleagues. Translation is the bridge for comprehension and embedding. This is how Purpose becomes tangible and actionable.

Purpose. Proposition. Participation.

Written by Dilys Maltby 

February 2025

Film produced by MOO