The word purpose has shifted. Once a powerful concept, it’s become diluted – overused in corporate decks and mission statements, sometimes even met with scepticism or cynicism. But when you strip it back, purpose remains a vital human question: “Why do I do what I do? What really matters?” 
 
Here, we’ve gathered reflections from people across business, creativity and leadership, exploring what purpose means to them. 

Purpose as looking inward

Natalia Oropeza, Global Chief Cybersecurity and Chief Diversity Officer, Siemens
“When I was young, someone once asked me what I wanted people to say at my funeral. […] I think that was the moment of truth for me that I understood what purpose is. Purpose is what drives you in life.”


Jarvis Smith, Musician, social entrepreneur and co-founder of My Green Pod
“Purpose is such a buzzword right now. […] But true, spiritual purpose is enabling the blueprint that you were born with.” 

Purpose as contribution

Rosie Brown, Co-CEO, Cook
“To me, it means very simply being useful. I’m a great believer that every single one of us has gifts and skills to offer. And for me, purpose is about using those gifts and skills to serve others.”
 

Claire Lamb, Head of People, BGF
“If I can play a small part in helping people grow and realise their potential, I feel like I am fulfilling my purpose.”


Kim Polman, Co-founder and Chair, Reboot the Future
“Instead of focusing on having a purpose, I think it’s more important to ask yourself: ‘Is what I’m doing helpful or hurtful?’ For me, that’s the essential question.”

Purpose as direction

Sarah Gillard, CEO, A Blueprint for Better Business
“To me, purpose is a long-term ambition. You might never achieve it, but it’s always pulling you forward into the future, encouraging you to work towards it. […] I also think purpose should describe a positive impact.”


Amanda Brock, CEO, OpenUK
“For me, purpose is the thing that drives me each day and gives me my mojo. It’s what motivates the connections I have with people and between thoughts.”


Alex Edmans, Professor, London Business School
“Purpose is not about being all things to all people. […] Purpose actually means being focused and targeted.”

Purpose as values

Judith Green, Chief Strategy and Communications Officer, Eversheds Sutherland
“My personal purpose comes down to two words: for good.”


Jennifer Sproul, Chief Executive, Institute of Internal Communication
“To me, purpose means ‘why?’ Why are we doing something? To what end? To achieve what? […] But while purpose means ‘what I say’, it is also ‘what I do’. When these aren’t aligned, it breaks trust and questions authenticity.”

Purpose as balance

Jean Gomes, author and business consultant
“The traditional way of describing purpose – something that gives you a meaning that’s greater than yourself – is only half of the equation. The other part is the fulfilment of your needs. […] It’s about balancing the needs of others […] with your own.”


Ben Osborn, President, International Commercial Office, Pfizer UK
“I asked myself: what am I here to do personally, what am I here to do professionally, and how are those two things connected?”