How to create a powerful purpose statement: 3 secrets

Spending the time to get your purpose statement right can be one of the best investments you make for your brand. After all, this will create the dynamic core that will make all your messages and actions more powerful.

After years of helping organizations clarify and craft purpose statements, I have identified three factors that significantly increase the potency of purpose statements.

1. Ensure your purpose statement answers these three questions

There is not a lot of guidance out there on how to structure a purpose statement. Through my work, I have developed a proven method that utilizes three key questions.

1. What are you best at?
   This isn’t a list of services. It isn’t our core competencies. This is verbalizing what you believe is the one thing that you excel at that can make a difference for those you hope to serve.
2. What are you passionate about?
   What is at the core of what you do? What is it that has the potential to get the whole team excited? Let’s put words to that thing that stirs that indescribable feeling.
3. What difference can you make?
   This isn’t what you do or how you do it. It isn’t even the benefit of what you do. This is the benefit of the benefit. This is the profound…