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.

Do these times feel like the moment in history your organisation was created for? You just know you’re a small (yet important) cog in a colossal story of change that's needed to restore and heal this beautiful planet we call home? But you keep tying yourself up in knots when it comes to defining your story? A story that connects you with the world and is way too important to mess up.

An organisation's purpose and values should run from the top of its tree right through to its foundations. They form the heart and soul of a company and should drive EVERYTHING it does. Only then will people see and feel its authenticity on every level.

It's not always easy making decisions in business. But every single choice you make shapes your brand, its culture and the world we live in. For better or worse. Knowing and living your values makes hard decisions easier.

Everywhere we look there are so many companies whose stories need to evolve before we can call ourselves an equal society. And, if the stories being lived and told in the business world continue to silence and omit the voice of the feminine, I predict that all those soulless organisations who could be transforming themselves and the world, will simply fall by the wayside as the next generation completes its coming of age.

Are you struggling to attract young talent? Or has your latest staff survey been a wake-up call in terms of employee engagement? Have you ever considered that your failure to hire and retain amazing people is happening because they feel completely disconnected from your organisation and its purpose?

Having a powerful purpose could save you. Because the story your organisation chooses to evolve has the power to transform you into the unique, inspiring and successful business that the planet and everyone on it, needs you to be.

When Orla Kiely closed all her UK stores last week it was a bit of a shock. Many of my chums have an Orla cushion, candle or set of blinds somewhere in their home. But when I thought about it in relation to a pattern I started to notice earlier this year (no pun intended) I'm more shocked that I didn't see it coming.

It just goes to show, when an employees' purpose is aligned with the business they work in it's a truly beautiful and powerful thing.