Our Thinking

Purpose 2020

Apr 2018

The Journey Towards Purpose-Led Growth


Purpose is one of the most misunderstood and misused business buzzwords today. 


Purpose-led companies can make a tremendous difference in the world. Businesses have the size, reach and trust it takes, and people expect companies to use this power for a good purpose. Purpose can drive growth, yet all too often this doesn’t happen.


Purpose 2020 outlines the multi-step journey it takes for a company to become truly purpose led—a proven framework to unlock the potential of purpose to generate growth and improve society.

The Three Steps to Becoming Purpose-Led


Purpose moves from a starting point to “matter more” to an end-point to “impact more.” That is to say that purpose begins as an isolated tactic that, properly shepherded, grows into a promise, then a strategy, and only then becomes a business-led movement.



ARTICULATION carries a brand from tactics to promise.


INFUSION then moves a brand from promise to strategy.


AMPLIFICATION gets a brand from strategy to movement.


Download the Purpose 2020 Executive Summary

Download the Purpose 2020 report

View the Introduction to Purpose 2020 webinar

To find out where you are on the journey to purpose-led growth get in touch.