The journey

There is no one size fits all approach, no template to become purpose-led and the journey is rarely linear. 

To facilitate the practical application of Blueprint – how do I use it? – we have developed an illustrative journey that can help companies understand what might be involved.

Based on what we are learning working with business, we have mapped out four broad phases:


A raised awareness of what the world needs and what the business could become if it was purpose-led.

Challenge the assumptions and beliefs that shape decisions and behaviours in the business:

  • Profit is an outcome not the purpose of business
  • Business is a series of relationships
  • People are motivated by more than money, status and power – they seek meaning and are relational
  • Each person is a ‘someone not a something’
  • Business is part of society

Shared understanding

Build an understanding, both individual and organisational, of what it means to be purpose-led.

Build a shared understanding of what it means to be purpose-led:

  • Provoking a different way of thinking about the purpose of the business and about people
  • Becoming aware of the assumptions and beliefs that influence decision making and behaviours
  • Considers the better world that arises as a result of the business’ success that is better for the business, people, the planet & society


Articulation of a purpose which acts as a ‘north star’, informing strategy and decision making.

Articulate a purpose which:

  • Is inspiring, authentic & practical
  • Is informed by engagement with stakeholders
  • Informs strategy, decision making and culture

Bringing purpose to life

The critical work that brings purpose to life and ensures a business is purpose-led in practice.

Create the environment in which the purpose can come to life:

  • Strategy: strategic direction and decision making flows from the purpose
  • Leadership: programmes to help leadership embrace new assumptions and behaviours
  • Culture: engage the whole organisation through a compelling and inspiring narrative, role modelling, development and reinforcing mechanisms
  • Governance: the board ‘owns’ the purpose. Accountability and dialogue with stakeholders
  • Encourage experimentation: prototyping new ways of being and working, aimed at practical learning without fear of failure

How Blueprint helps catalyse this journey

All of our work is aimed at raising awareness of what a purpose-led business is and provoking a different way of thinking about the purpose of business and our assumptions about people.

The Knowledgebase

Drawing on what we are learning from our work with business, we are building a Knowledgebase to help you use the Blueprint thinking and approach in your work – this is in development and will be available in 2021.