Purpose, not platitudes: A personal challenge for top executives

A purpose is a meaningful goal. From that goal stems a problem that you must focus your attention on solving through education, action, and whatever allows you to move toward the goal.

Purpose must be deliberately conceived and chosen, and then pursued. When that is in place, however, then how the company gets there is typically emergent—as opportunities and challenges emerge and are pursued.

The purpose is the outcome your team is trying to accomplish, otherwise known as the why.

Every successful organization is founded with a sense of purpose and direction, but many lose touch with it over time. Or the world changes, but the organization's purpose doesn't evolve.

Defining and communicating that purpose is core to a company’s success. On a film set, the purpose is most often very clear. We are making a movie. The roadmap is the script, literally. The strategy is the production schedule. If the director is a good CEO, then everyone on set knows their role and expected contribution toward the execution of the