If having a sense of purpose can improve your chances of success, it’s vital to imagine how what you’re working on creates change and to articulate your reasons for wanting to do it. Why you? Why this? Why now? Why for them? Why there? Why that way and not this? What’s your story and how will you stay true to it?

The why has to be about more than higher profitability, shareholder returns, or stock price. It can’t only be about the company’s short-term financial returns. When employees are asked what motivates them most in their work, their answers are split equally between five forms of impact: •Society: They want their work to have a positive effect on soc