What is purpose?

A company with a purpose is an organization whose enduring reason for being is to create a better world. It is an engine for good, creating social and/or environmental benefits by the very act of conducting business. Its growth is a positive force in society.


1. Reason for being

First, the purpose company has an enduring core reason for being. It is clear and consistent about why its business exists, what it stands for and what it is about – beyond what it makes, does or sells.

2. Social Ambition

The second dimension of a social purpose company is one which has a social ambition. The organization has defined how it creates a better world and beneficial results for society at large.

3. Sustainable business model

Organizations with a purpose have to have a healthy and sustainable business model.

Mission or purpose?

There are different opinions on whether a mission and a purpose can be the same thing, and/or whether a company should have both. There is no one right way. It is up to each company to determine its preferred approach. Here is one optional model that suggests a company could have both a mission and a purpose.

Companies also often develop a long- term corporate vision, which directs
where the company is going – how it sees the world after its done its purpose and mission. The vision creates a mental image of the ideal state or outcome that the company wishes to achieve.

Read Our Book

Our book ‘Tijd voor Nieuwe Zaken’ describes our vision on change. It is a compact and readable guide to finding your purpose and implementing it in your organization. For everyone who would like to work in a purpose-driven and sustainable way. ‘Tijd voor Nieuwe Zaken’ offers insight in a new paradigm and the new way of working that comes with it.