Purpose: The Big Why

As a CEO coach, I’m often called on to help address a specific problem. But as the solution is identified and put in place we then turn to how the problem occurred, or more often, why.

The answer to why is someone made a decision (or didn’t make a decision) in line with the company’s mission, vision, and values. The decision in some cases is not to plan for or to prepare the ones responsible for their execution. Yes, values are executed, but that’s fodder for another message.

Then as the CEO and I work together on a plan to better teach the mission, vision, and values of the organization the focus turns to “The Big Why.”


The organization’s purpose is the central question and answer that aligns, guides and powers every mission and vision. All strategy. All planning. And all decision making from the C-Suite to every staff member.

Purpose. Why does the company/organization exist?

Many of the CEOs and business owners who are my clients drive their organizations toward the dual mantras of growth and profit.   Both of these things are important, especially for nonprofits. However, both are a means, not an end (or should be).

In my experience, there are two types of organizations. There are (1) organizations who want to make a lot of money, so they produce a good, and there are (2) those who focus on producing a good and believe the money will follow the good.

Does it seem like wordplay? In good times, it would be difficult to tell them apart from their behavior. In bad times? Divergent.

As my mentor says,

“Purpose gives you freedom, power, and pleasure.
It opens a whole new paradigm for you, one of possibilities instead of problems.
Better still, you are able to use it to enroll others into making your dreams come true.”

Monte Pendleton,
Businessman, Mentor, and Co-Founder of the Silver Fox Advisors

Amen, Monte. Amen.

Purpose is the most powerful driver to align your organization and maximize your outcomes.

Contact me.  Let’s talk  I’ve learned well.

Purposeful Keith

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