'People have forgotten this truth', the fox said. 'But you musn't forget it. You become responsible forever for what you've tamed. You're responsible for your rose.'
Many organisations have a purpose, they just haven’t articulated it. That means they’re behaving based on other criteria built up over time. But I’ve worked with clients to scrape all that away and find their purpose, and then think about how it changes everything they do. So you can retrofit purpose, but how you go digging for it is really important. It has to come from the heart and soul of the organisation. It’s a journey of discovery, not invention, because you can’t invent a purpose. It has to be there already.