top of page

The Power of Purpose: Aligning Purpose & Business Outcomes.

In today's dynamic and competitive business landscape, organisations are constantly seeking strategies to drive success and achieve sustainable growth. While traditional approaches often focus on profit margins and productivity, a growing body of research suggests that purpose-driven organisations have a significant advantage in achieving superior business outcomes.

Recently I delivered my “Power of Purpose” keynote to an executive team in the city and then spent time helping them to individually uncover their own personal purpose and linking it to the company's purpose. This exercise is a powerful driver for them, and their teams, as without a strong personal connection for them individually, they will never be able to uncover this for their teams that they have the honour of looking after.

My session uncovers the impact of purpose on business performance and I draw insights from both academic research and acclaimed books such as Dan Pink's "Drive" and James Kerr's "Legacy."

The Role of Purpose in Business Outcomes:

Numerous studies have highlighted the positive correlation between purpose-driven organisations and their business performance. Research by Robert E. Quinn and Anjan V. Thakor (Harvard Business Review, 2018) indicates that organisations with a strong sense of purpose consistently outperform their peers in areas such as employee engagement, customer loyalty, and financial performance. Purpose provides a guiding compass that aligns employees, customers, and stakeholders towards a shared mission, leading to enhanced motivation, innovation, and strategic decision-making.

Daniel Pink gives us the MAP - Mastery, Autonomy & Purpose:

In his book "Drive," Dan Pink explores the science behind motivation and identifies three key drivers: autonomy, mastery, and purpose. Purpose, the intrinsic desire to make a meaningful contribution, emerges as a critical factor in employee engagement and performance. Pink's research suggests that organisations that provide employees with a sense of purpose, connecting their work to a larger cause, experience higher levels of satisfaction, productivity, and creativity.

Unleashing the Power of Purpose: Insights from the All Blacks:

In his book "Legacy," James Kerr delves into the phenomenal success of the New Zealand national rugby team, the All Blacks. Despite limited resources compared to their rivals, the All Blacks achieved an astonishing winning record. One of the key elements that contributed to their success was the team's strong sense of purpose and identity. By instilling a deep understanding of the team's legacy and what it meant to represent the All Blacks, the players were able to align their individual goals with the collective mission, resulting in exceptional performance.

Translating Purpose from Sports Teams to Business Organisations:

Drawing parallels between sports teams and business organisations, research by Mary Jo Hatch and Majken Schultz (Harvard Business Review, 2017) emphasises the importance of purpose in fostering a high-performance culture. The study highlights how purpose-driven companies attract and retain top talent, inspire employee commitment, and nurture a sense of shared identity. Furthermore, purpose-driven organisations demonstrate greater resilience, adaptability, and customer loyalty, enabling them to thrive in the face of challenges and uncertainties.

The convergence of research findings and real-world examples strongly supports the notion that purpose-driven organisations have a competitive edge in the business world. Aligning business objectives with a higher purpose fuels employee motivation, fosters innovation, and drives superior business outcomes. By emulating the success of purposeful sports teams like the All Blacks and incorporating the principles outlined in Dan Pink's "Drive," you can tap into the transformative power of purpose to create sustainable growth, inspire your workforce, and build a lasting legacy of success.

Remember, purpose is not just a buzzword but a strategic imperative that can shape the future of your organisation, your employees, and the communities you serve. The GodFather of business mantras, Jim Collins, wouldn’t call it the ‘extra dimension’ if it wasn’t important to make your organisation ‘GREAT'…not just 'GOOD'.


  • Quinn, R. E., & Thakor, A. V. (2018). Creating a Purpose-Driven Organisation. Harvard Business Review.

  • Pink, D. H. (2009). Drive: The Surprising Truth About What Motivates Us. Riverhead Books.

  • Kerr, J. (2013). Legacy: What the All Blacks Can Teach Us About the Business of Life. Constable.

  • Hatch, M. J., & Schultz, M. (2017). The Dynamics of Organisational Identity. Harvard Business Review.

43 views0 comments


bottom of page