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the purpose map

Updated: Nov 22, 2023

the purpose is a fundamental piece of branding structures and business models. purpose-driven organizations move and act toward their causes and beliefs. therefore, they resonate with their public through common deep motivations. “people don't buy what you do, they buy why you do it", claims simon sinek in his famous book - start with hy. blending sinek's approach with the japanese concept of ikigai - the reason for living -, I got into this template: the purpose map, a collaborative tool to find your organization's why through a process that begins in personal stories and ends at a clear, direct, and simple purpose statement.

the purpose map is not a tool to plan the future, but rather to clarify the present, answering 4 fundamental golden questions: why? how? what? for what?

the purpose map

meeting canvas

how to


DURATION: 4-8 hours

this template will guide you, and your teammates, through a journey from emotional records drilling down to clearness and common understanding, presenting instructions and references. just follow 4 steps:

  1. tell relevant stories

  2. discover the potentials

  3. draw the golden circle

  4. declare your purpose

the golden circle is a compass for strategic decision-making. you should look for clarity about your purpose, discipline with your principles, consistency in your delivery, and focus on your objectives.

use the digital version of the meeting canvas, by clicking here!


the tools are always in beta version, evolving with the implementation of the processes and their learning. it will be great to know your opinion. remember to send comments and suggestions! thanks!


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