Creating a Purposeful Movement

Creating a Purposeful Movement

In recent articles the importance of a purposeful movement, and embedding purpose into every and action. This applies not only to an single organisation, but also to society (and a whole nation). If purpose is not embedded purpose descends into 'purpose-wash' and is unsustainable.

Purpose needs to be clear, engaging, and focus on the common good. Purpose needs to be embedded. Purpose needs to engage everyone in the organisation and beyond. Purpose needs to be in the DNA of every decision and every action and involve everyone. Purpose needs to be clear for all to see in every system, every step, and every smile. Everyone in an organisation and the nation needs to be "full of Purpose" - i.e. Purposeful.

The Good Turns Foundation has understood this for some time and has quietly built robust foundations for this the 'movement' in the UK and beyond. Progressive forward thinking organisations are now starting to see the imperative of this too and are startting to act (Virgin Group).

The change required involves moving from Purpose to Purposeful !

Organisations need clear purpose, good purpose, and it needs to be embedded in every decision and every action - with an organisation where Purposeful Practitioners, Purposeful Ambassadors, Purposeful Executies, Purposeful Directors, and a Purposeful Movement (Gen P) of Purposeful Citizens,, collectively demonstrate an organisation/nation's purposed every single day.

Virgin Group are moving precisely in this direction. Virgin has been using Purpose Decision Fliteers, and last week announced the launch of the V-Team, Virgin Purpose Ambassadors, and has made the whole executive board accountable for delivering their purpose. Holly Branson has also confirmed that her role as Chief Purpose Officer no longer makes sense and that Purpose Disruptors/Purpose Provoceteurs will now be called Purpose Ambassadors for Virgin.

Virgin Group would be the first to say they have much to do if they are to avoid purpose-wash and become 'purposeful'. e.g. even the term purpose ambassador is purpose-washed and they would be unlikely to pass a Purposeful Audit yet. Virgin Group have a great deal to do to create a purposeful movement outside of their organisation too e.g. Purposeful Partners, Purposeful Boards, Purposeful Investors, Purposeful Citizens (e.g. Gen V), and the structures/intellectual property rights for all the above terms are owned by the Good Turns Foundation.

A great start however is being made by Virgin Group and there is clear potential to collaborate with them, alongside other foward thinking individuals/organistions, to accelerate all of the above (and more). This includes helping in development of a Purposeful Movement (e.g. Gen P®, Gen V®, Gen C®, Gen R®) of Purposeful Citizens and Purposeful Ambassadors® (not purpose ambassadors), all collectively focused on tackling the systemic challenges of our time.

David Clift

Purposeful Auditor®

Purposeful Ambassador®

Founder, Good Turns Foundation

Founder, The Purposeful Policy Forum® & The Purposeful Governance Forum®

Co-founder of Purposeful Britain® and a Purposeful World™

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