Is your purpose evolving?

You can feel your purpose evolving and you’re struggling to articulate it.

According to KPMG, 79 percent of CEO’s say they’ve had to re-evaluate their purpose in light of COVID-19.

So you’re not alone.

It’s no secret that Covid-19 and Black Lives Matter shook many people awake to life’s fragility and the appalling ways in which we treat one another. And lockdown’s eerie silence shone a beaming light on our lack of connection with the natural world and how ‘business as usual’ isn’t helping one bit.

No wonder your purpose is evolving. We all are.  

Your purpose is simply a story you're seeking to evolve

Crafting a purpose is the very first thing I do with all my clients as part of the ‘Create Your Story’ process. The end result of which is a Brand New Story for their organisation. 

Every single purpose they create is done within the context of ‘storytelling’. 

Why?

Because stories are how we shape and make sense of the world. 

Back in 2018, Brand New Story’s purpose was to evolve the story of: 

‘Business as usual’ from one of corporate greed, environmental destruction and inequality. To a new story of ‘purpose-led’ brands who challenge the status quo by inspiring anybody who comes into contact with them to make the world a better place.’

At the time it was deemed a little too ‘out there’ for many of the potential clients I was hoping to work with who were still deeply entangled in propping that story up in their day-to-day lives. 

So I changed it with a focus on the story of branding. Because that’s where I think the transformational magic can happen within an organisation. It’s this now:

‘Brand New Story’s purpose is to evolve the story of branding, from one that promotes ego-drive organisations who are the heroes of their own story — to one that champions conscious brands who value people, planet and profit — and make their customers the hero of their story.

Only reading it back recently, I’ve been getting that nagging feeling that the world may have evolved nearly enough to connect with the 2018 version.

So I started playing around with it and came up with this:

Brand New Story’s purpose is to evolve the existing story of ‘business as usual’ from one of corporate, greed, environmental destruction and inequality. To a Brand New Story that champions conscious brands who value people, planet and profit — and supports the shift to a zero carbon society and the restoration of this beautiful planet we call home.

Would love to know what you think? And how your purpose has evolved?