Unless it matches the aspirations of the people who carry it out, your purpose isn’t a purpose. It’s a wish or a command, neither of which inspire great performance. A healthy purpose is believed, seen and acted upon. It is meaningful to your customers, employees and partners because it authentically meets the needs of others.

Validating purpose is an important step because it ensures that your purpose connects emotionally with the people who matter to you.

By validating purpose you will understand the emotional response your purpose elicits from stakeholders. Using innovative research techniques that leverage the latest insights from psychology, behavioural economics and the social sciences, you will be able to gauge how people respond to your purpose (the emotional response) and why (how they rationalize it). You will test and refine your purpose until you are confident that it moves people. We’ll guide you through the process.

The end result will be clarity. You will know what your purpose is and be able to articulate it in a way that resonates with your company’s identity and connects with the aspirations of your customers, employees and partners.