Purpose, why the standard business advice nowadays is to have one, the considerations when you do have a purpose, what to do to identify one for your business, I detail how I found my purpose in case it helps you in identifying yours.

• The new digital environment has changed the forces that drive business 
• If you’re in an industry which intrinsically has a social impact so that you can do what you do in a more sustainable way you can readily demonstrate purpose
• It is a bad idea to build in a purpose if it just isn’t there because it’s not going to be enough to just state your purpose 
• This emphasis on purpose has something to do with the millennial generation 
• Study after study urges companies to be purpose-driven
• Simon Sinek picked up on this theme of purpose in his best-selling book Start with Why which sets out to demonstrate that a purpose-driven team achieves so much more
• A purpose that your team members can get behind needs to be a high-level aspirational reason for existing and acting in your business
• Purpose-driven organisations stay core to their mission by always keeping the “why” in mind
• I have personally found it quite an elusive exercise to identify my purpose 
• Ted’s purpose is to spread ideas. They look for ways to make this purpose come to life
• Only 15% of employees have an emotional connection to the company they work for
• Research exists to show that consumers value brands that support charitable causes 
• If you can’t identify a purpose yet, then my suggestion is to just use mission and purpose as interchangeable terms 
• Personally, I have been interested to try to identify my purpose, what fulfils me, out of sheer curiosity
• As Steve Jobs put it, doing work you love is important 
• The 17 sustainable development goals to transform the world 
• I kept revisiting my brand strategy, and recently when I was thinking about my purpose again, I had a flash of inspiration 

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