I would like to share Insight #58 from my book “The Dangerous Book for CEOs”.


A good purpose statement codifies a company’s purpose, not only for employees but for customers, suppliers, financiers, and other interested parties.


For instance, the financial services company ING developed the following purpose: “Empowering people to stay a step ahead in life and in business.” The Kellogg Company has this purpose: “Nourishing families so they can flourish and thrive.” My company’s enduring purpose is “to help people become all they can be.” This is why we exist. Certainly, we are focused on business goals. We work in the commercial arena helping leaders transform themselves, their teams, and their businesses. We don’t work for nothing. We have annual, quarterly, and monthly revenue and other goals and targets. But they all fall within our Purpose – to help people realise their potential. What is YOUR Purpose?