The word purpose has shifted. Once a powerful concept, it’s become diluted – overused in corporate decks and mission statements, sometimes even met with scepticism or cynicism. But when you strip it back, purpose remains a vital human question: “Why do I do what I do? What really matters?” Here, we’ve gathered reflections from people across business, creativity and leadership, exploring what purpose means to them.

Purpose as looking inward

Natalia Oropeza, Global Chief Cybersecurity and Chief Diversity Officer, Siemens
“When I was young, someone once asked me what I wanted people to say at my funeral. […] I think that was the moment of truth for me that I understood what purpose is. Purpose is what drives you in life.”


Jarvis Smith, Musician, social entrepreneur and co-founder of My Green Pod
“Purpose is such a buzzword right now. […] But true, spiritual purpose is enabling the blueprint that you were born with.”

‍

Purpose as contribution

Rosie Brown, Co-CEO, Cook
“To me, it means very simply being useful. I’m a great believer that every single one of us has gifts and skills to offer. And for me, purpose is about using those gifts and skills to serve others.”


Claire Lamb, Head of People, BGF
“If I can play a small part in helping people grow and realise their potential, I feel like I am fulfilling my purpose.”


Kim Polman, Co-founder and Chair, Reboot the Future
“Instead of focusing on having a purpose, I think it’s more important to ask yourself: ‘Is what I’m doing helpful or hurtful?’ For me, that’s the essential question.”

Purpose as balance

Jean Gomes, author and business consultant
“The traditional way of describing purpose – something that gives you a meaning that’s greater than yourself – is only half of the equation. The other part is the fulfilment of your needs. […] It’s about balancing the needs of others […] with your own.”


Ben Osborn, President, International Commercial Office, Pfizer UK
“I asked myself: what am I here to do personally, what am I here to do professionally, and how are those two things connected?”

Purpose as extending outwards

Duro Oye, CEO and Founder, 20/20 Levels
“To me, purpose means a reason for being. It is what I believe I have been placed here to accomplish. […] Purpose is the overarching reason for a company’s existence beyond just profit-making.”


Takashi Nawa, Professor, Hitotsubashi ICS; former McKinsey Director
“A healthy amount of pressure encourages companies to be profitable so that they can reinvest their profits and have a greater impact on society. That kind of momentum can be a win–win scenario for shareholders and society.”


Kim Dabbs, Global VP of Impact, Steelcase
“When you strip away all the identities we hold, purpose has always centred on belonging. How do we really find that for ourselves? How do we find that for others? How do we design for that?”

‍

‍