
Posting a link to Corina Enache’s LinkedIn post, because I don’t think she has a blog.
This one on purpose, with a hat tip to David Graeber’s work, is important. I was ruminating on this post as I walked in the Dentelles Massif yesterday in Provence.
Here is a long quote:
Purpose-driven culture, under [Graeber’s] lens, is a moral vocabulary the organisation uses to manage its people not a gift of coherence, engagement and direction. It reframes compliance as meaning and it asks you not just to do the work but to feel good about it on terms someone else defined.
The tell is what happens when you don’t feel it, when the “purpose” doesn’t land for you, when the why feels thin or disconnected from your daily reality, that becomes your problem. A coaching conversation, a culture fit question. The purpose is never interrogated but you for sure will be.
Here is the alternative: stop writing purpose statements and start asking purpose questions. What do the people doing the work think this organisation is actually for? What would they protect if they could? What makes the work feel worth doing from where they sit, not from the executive floor? You might find your purpose statement survives that conversation and you might find it needs a complete rewrite.
Purpose that is handed down is a message and purpose that is built together is a belief.
This is the best argument for taking a narrative approach to planning work. Many organizations are approaching me these days to get folks clear on purpose and it largely comes from the planning committee or the leadership and a desire for coherence or — shudder — alignment. Of course good leaders can sense a moment when a group of people feels incoherent, when they seem to be at odds with one another or somehow drifting. That’s often when consultants get called.
Enache’s antidote is probably the wisest thing that one can do to begin the process of finding purpose. Purpose hasn’t disappeared. It just shows up at different scales and in different ways. If your organization pays well to keep people around but treats them badly, expect to have a lot of employees who are there for a pay check that funds their lives rather than whatever higher or loftier goals you have.
On the other hand be wary of using purpose to coerce people into working for you and putting up with poor job conditions or underpaid labour. I see this in non-profit and other settings where an appeal to a person’s sense of duty is sometimes used as a cudgel to get them to settle for a lower standards and pay.
Mary Parker Follett famously said that “purpose is the invisible leader.” This is true. But it is true in the sense that purpose is everywhere and unless you can surface it in some way any attempt to superimpose a purpose on what’s already there will set your people at odds with one another and with the strategic decision makers. They are already being led by purpose. Do you know what it is?
Starting with a narrative capture doesn’t always give the results leaders want. One organization I worked with did this as a prequel to some focuses planning and they learned a lot of uncomfortable truths about why their staff worked the way they did and especially, why their senior staff seemed so individually focussed. It had to do with how much control the executives held. There was nothing room for anyone else to contribute and so each person just didn’t their own thing. No amount of conversation could undo the structure of the field that had been laid down for many years.
For that organization the retreat became a pro forma offsite, with the leaders unwilling to have the conversations that needed to be had. But the narrative work we did offered a repository of questions and insights that they can back to over the years and helped them let go of the control they held so tightly. It let the organization evolve through successorship phase as a few left and a few felt the shift in an invitation to step deeper into stewarding the future of the organization.
The lesson is that purpose lives in the texture of the field, not in the aspirational statements people sometimes use to structure accountabilities. Surface and explore it and it becomes possible to work with it.


