In a fast-moving and unpredictable economy, business leaders often face a stark choice. When sales dip or a sudden downturn hits, the traditional response is swift and singular: protect the bottom line at all costs. This often means top-down decisions, immediate cuts to headcount, and a ruthless focus on short-term profits to reassure shareholders. The core questions are "Where can we cut expenses immediately?" or “How do we immediately improve sales?”
But what if there was another way? A more resilient, human-centric approach that doesn't just survive economic storms but uses them as an opportunity to build a stronger, more sustainable business?1
At Clarasys, we have witnessed that purpose-led organizations are not just "nice to have", they are a fundamental requirement for sustained high performance. Earlier blogs in this series looked at the strategic foundations of impact, from systems convening and clarifying impact to using a Theory of Change to ensure efforts are effective rather than busy. This piece turns to the engine that makes it all work, the high-performing, purpose-led culture.
Purpose as a performance driver
Acting with purpose isn't about being soft; it's about being ruthless. A truly high-performance, purpose-led culture is intentional and aggressive in its pursuit of impact, ensuring the organization is healthy enough to deliver on its mission for the long haul.
The basis for this is a clear sense of intent. Teams need to understand not just what they are doing, but why they are doing it and the ultimate impact they aim to create. This clarity gives individuals the creative freedom to figure out how they can contribute, fostering innovation and autonomy in a way that rigid, top-down directives never can.
The anatomy of a purpose-led team
So, what does this look like in practice? Through our work with the Purpose in Practice Community (PIPC)2, a collaboration of over 40 purpose-led organizations, we've identified a powerful, reinforcing cycle that drives performance in these teams.
- Belief: It starts with a fundamental belief in the organization's purpose. People must be bought into the mission, not just the paycheck.
- Commitment: This belief leads to a personal commitment. People see how their work contributes to the larger impact and make an active choice to be a part of it.
- Contribution: Once committed, they can deliver on that promise by collaborating with others, pooling their skills and efforts to achieve a common goal.
- Impact: The cycle is completed when people receive feedback and insight that showcases progress toward their shared goal. Seeing the tangible impact of their work reinforces their initial belief and fuels their continued effort.
Building the engine: Our approach
Building a culture of shared purpose isn't about sending a memo or holding a single workshop. It's about designing interventions that fundamentally change mindsets and behaviors. When we are trying to build a purpose-driven culture, we first define the mindsets, values, and behaviors teams will utilize. Below are examples of this "From/To" framework that we often see within a purpose-driven context:
Drawing on our work with partner organizations like Corporate Rebels3 and utilising frameworks like COM-B4, we've found three key interventions that have the biggest impact:
- Shared understanding: We help organizations build a collective understanding of what it means to be purpose-led. When everyone, from the leadership team to individual contributors, understands and believes in the company's impact beyond profit, they are empowered to make decisions that align with its core values, especially during challenging times. As our partners at Blueprint for Better Business⁵ have shown, this shared purpose makes an organization more resilient and authentic in its market.
- Ability to experiment: Academic understanding is necessary, but it’s not enough. People need the space and time to apply new principles for themselves. We create opportunities for teams to experiment, see the results, and observe how a different way of working feels. This hands-on approach is critical for the change to truly take hold.
- Building the infrastructure: To truly drive a purpose-led culture, you have to align your internal systems. It's a no-brainer: unless you change the way you measure success, people won’t make decisions differently. We work with clients to align organizational, team, and individual performance frameworks, ensuring that every part of the business supports the new direction.
Looking ahead
Purpose isn't a fluffy ideal; it's the foundation for a resilient, high-performing organization that is equipped to navigate an uncertain world. It creates a human-centric culture where employees are not costs to be cut but valued members of a community working toward a shared mission.
In our next blogs, we will explore the organizational capabilities needed to support this change and the best practices for measuring performance in a purpose-led organization.
Keep an eye out for our upcoming purpose-led leadership guide, a comprehensive summary of all the insights from our purpose and impact blog series.
References
1. Indeed Global Work Wellbeing Report 2024
2. PIPC (Purpose in Practice Community) is a collaborative network that brings together senior leaders, changemakers, and practitioners from a wide range of organizations and sectors. Its central aim is to accelerate the movement towards purpose-led business, where companies profitably address the needs of people and planet rather than simply maximising profit at any cost. Clarasys is both a facilitator and co-learner within the Purpose and Impact Community, championing evidence-based approaches for embedding purpose, helping organizations shape and execute impactful strategies, and driving collective momentum towards business practices that benefit people, planet, and long-term prosperity
3. https://www.corporate-rebels.com/
4. COM-B is a model for understanding human behavior, which states that for a person to enact a specific behavior, they must have the necessary Capability, Opportunity, and Motivation. The model is a valuable tool for designing effective interventions to change behavior.
5. https://www.blueprintforbusiness.org/the-framework/
Meet the co-author
Jack Bessell
Jack is a Purpose and Impact consultant, driven to create meaningful change for both people and the planet. With a strong focus on purpose, system change, and sustainability, Jack helps organizations navigate strategic transformations that align with long-term social and environmental well-being. He has successfully led complex, high-profile programmes across various sectors, including charities, startups and global businesses.