Purpose commits the business to choices
A clear brand purpose commits the business to choices, not just a form of words. Building a simple, purposeful proposition can mean walking away from initiatives that made sense when they began. It may even mean shutting down or selling parts of the business. The practical question is whether the organisation is willing to make those choices to bring its activities into line with its purpose.
The B2B Reinvention framework offers a way to work through difficult decisions: bring the right people together, recast pressing challenges and opportunities as a question, imagine possible answers and devise tests to identify the best fit. Use that process to decide how the business should change, rather than treating purpose as a wording exercise.
Anthesis reported in 2025 that, among employees surveyed, 61% of respondents say their company's actions do not match its purpose statements.
Sources: Strategy is complex, but winning brands keep it simple