Creating a Purposeful Movement

Creating a Purposeful Movement

Recent articles have stressed the need for a purposeful movement and embedding purpose into every action. This applies to both organisations and nations. If purpose is not embedded then purpose becomes performative, 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 (e.g. citizens/suppliers). 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 'movement'. Progressive forward thinking organisations are starting to see the need for this too and are starting to act.

The change required involves moving from Purpose to Purposeful !

Organisations need clear purpose, good purpose, and this needs to be embedded in every decision and every action. Organisations with Purposeful Practitioners, Purposeful Ambassadors, Purposeful Executives, Purposeful Directors. Purposeful Citizens, Purposeful Educators, Purposeful Storytellers, Purposeful Partners, Purposeful Auditors and Purposeful Investors are equally important too.

Virgin Group are already starting to move in this direction. For instance, Virgin has started to use Purpose Decision Filters and last week Virgin announced the launch of the V-Team, Virgin Purpose Ambassadors, and how the entire executive board will now be accountable for delivering their purpose. Holly Branson also confirmed that the role of Chief Purpose Officer will no longer be used, and that Purpose Disruptors/Purpose Provocateurs will now be called Purpose Ambassadors within Virgin.

I am sure Virgin Group would be the first to acknowledge that whilst good progress is being made there is still much to do to avoid 'purpose-wash' and to become 'purposeful'. For instance the term 'purpose ambassador' is itself already purpose-washed. Outside of the organisation there is much to do to create a purposeful movement too.

The Good Turns Foundation has built the necessary foundations for a Purposeful Movement and the opportunity to collaborate with like-minded individuals/groups. This includes the right partner(s) to co-create a cross-sectoral and cross-generational Purposeful Civic Movement of Purposeful Citizens, Purposeful Ambassadors, and Purposeful Storytellers - with everyone collectively focused on the common good (e.g. Gen P®, Gen V®, Gen C®, Gen A®, Gen E®, Gen H®, Gen I®, Gen R®, Gen S®, Gen T® and many more) and taking action to tackle the systemic challenges of our time (e.g. disengagement, reduced trust, failing democracy, societal breakdown, climate change).

This movement will be supported and integrated with a Purposeful Governance Movement and programmes focused on the development of Communities of Practice (e.g. Purposeful Practitioners, Purposeful Leaders), Purposeful Forums, Purposeful Organisations, Purposeful Government, and Purposeful Education.

If you would like to know more or get involved in any of the above then you can get in contact with us here.

David Clift

Purposeful Auditor®

Purposeful Ambassador®

Founder, Good Turns Foundation and Gen P

Founder, The Purposeful Policy Forum & The Purposeful Governance Forum

Co-founder of Purposeful Britain and a Purposeful World

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