Articulation

Becoming purpose-led requires a business to articulate its why – a purpose that is inspiring, authentic & practical – and to start to create a link between purpose, strategy,  decision making and culture.  

In this section we explore questions such as: 

• Why does the business exist and for whom? 
• What makes a good purpose statement? 
• How a purpose is informed by internal and external stakeholders? 
• What does it mean for the purpose to inform strategy, decision making and culture? 

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