Decoding Purpose

As a leader, it is easy to feel confused around the role of purpose in business. Sure, we have all heard that we should ‘Start With Why’ or discussed the significance of the ‘North Star’ but these terms feel more like jargon than a real and measurable approach with tangible outcomes.In addition to that, in the context of this new normal, and in a world of rapid change, it would be fair to think that maybe our understanding of purpose in business should also evolve. Maybe it's time for a new story. One that focuses a little less on the good for the business part, and a little more on the good for people.Never have we needed purpose more, yet in many ways, the conversations about what it is in a business context remain the same. And those conversations are often vague. Sure we get it. There is a charity or some kind of social impact which is important, but a leader still needs to run the business in an efficient way caring for all of the stakeholders. After all, shouldn't purpose be for the people?As a leader,