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Hello, dear readers! Welcome to the second half of the year. If you missed last month’s topic on designing the customer experience, you can catch up on it here. Today, we are diving into a subject that is crucial for sustainable business growth: the role of purpose. 

As the saying goes, “If you don’t know where you’re going, any road will get you there.” This highlights the importance of having a clear purpose before embarking on any journey, including in business. Purpose serves as a guide that directs all efforts and strategies towards a meaningful goal. For customer-centric organisations, having a compelling purpose is not just beneficial—it is essential for thriving in a competitive marketplace. 

Why is purpose crucial for Customer-Centric Organisations? 

  • Purpose-driven organisations are better positioned to resonate with their customers, inspire their teams, and innovate effectively.  
  • Clarity and Direction: Purpose provides a clear vision that guides decision-making and strategy. It helps align all activities towards a common goal, ensuring consistency and focus. 
  • Customer Connection: A strong purpose connects with customers on a deeper level, building loyalty and trust. When customers believe in what a company stands for, they are more likely to support it. 
  • Inspiration and Motivation: Purpose inspires employees, driving engagement and productivity. It gives meaning to their work, encouraging them to go above and beyond. 

I must add that without committed leadership, all the listed points above will amount to nothing. Let us explore two real-world examples of purpose driven growth.  


This outdoor apparel company’s purpose is to “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” This clear and compelling purpose has driven Patagonia’s innovative approaches to sustainable business practices, leading to significant growth and a loyal customer base. 


With the purpose “To accelerate the world’s transition to sustainable energy,” Tesla has revolutionised the automotive industry. This purpose has guided its innovations in electric vehicles and renewable energy solutions, propelling it to become one of the most valuable companies in the world which currently sits at $563.58 billion. 


Canva’s purpose when it started was simple: “To empower the world to design.” This vision addressed a clear problem—making design accessible to everyone. From individuals needing quick, quality designs to professionals creating complex graphics, Canva simplified the process. In its first year, Canva reached 750,000 users, and today, it boasts 180 million monthly users and annual earnings of $2.2 billion. 

CEO Melanie Perkins and her team have maintained a laser focus on user behaviour, needs, and preferences through in-depth interviews and focus groups with diverse user segments. This continuous feedback loop has enabled Canva to evolve its platform, integrating design, AI tools, and workflow products to cater to various industries. The result? A comprehensive tool used by 95% of the Fortune 500, capable of competing with giants like Meta, Google, and Microsoft. 

Strategies to Integrate Purpose into Growth Strategy 

  • Define Your Purpose Clearly: Articulate a clear and compelling purpose that addresses a significant need or problem. Ensure it resonates with your core values and vision. 
  • Align Business Activities: Ensure all business activities, from product development to marketing, align with your purpose. This creates consistency and strengthens your brand identity. 
  • Engage with Customers: Continuously engage with your customers to understand their needs and how your purpose can add value to their lives. Use feedback to refine your products and services.  
  • Inspire Your Team: Communicate your purpose effectively to your team. Ensure they understand and are motivated by the company’s vision, fostering a culture of purpose-driven work. 
  • Measure Impact: Regularly assess the impact of your purpose on business performance and customer satisfaction. Use these insights to make informed decisions and drive continuous improvement. 

Conclusion and Next Steps 

Integrating purpose into your business strategy is not just about growth—it’s about sustainable, meaningful growth that benefits all stakeholders. Next week, we will delve into how to create a purpose that heralds significant growth. Remember, the D&I team is here to help customer-centric organisations thrive in the marketplace. We are only one call away. 

Stay tuned and let us continue building businesses that make a difference! into how to create a purpose that heralds significant growth. Remember, the D&I team is here to help customer-centric organisations thrive in the marketplace. We are only one call away. 

Stay tuned and let us continue building businesses that make a difference! 

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