what’s the purpose of strategy?
let's be real.
Everyone's talking about "Purpose." Sadly, the term is often misunderstood, and many seem to believe that every company now has to invent some noble intentions or that it's about some kind of ongoing CSR (Corporate Social Responsibility) campaign. In reality, "Purpose" primarily means defining a genuine meaning and purpose for a company that goes beyond mere economic growth.
However, many brand managers struggle even with this basic definition, revealing a fundamental issue: How can one articulate a purpose when the only apparent goal of a company is to accumulate wealth – not even for its employees, let alone society – but just for a select few? As a result, the so-called "Purpose" of many brands has a bitter and cynical aftertaste. Who genuinely believes – outside of meeting rooms – that these companies put "people at the center" or that they "fill the world with emotions" and want to make us all "happy"?
We strategists need to confront the topic of Purpose honestly. After all, isn't our professional purpose to challenge nonsense and push clients to be honest with themselves, rather than reinforcing their self-deception? So, if we're not working with social enterprises or impact startups, but with regular capitalist companies with typical capitalist goals, we need to tell them they have two options:
Just drop it and don't conjure up a fabricated Purpose.
Take their time, hire a competent strategist, reflect on their company's history, involve their employees, and carefully consider how their company became solely a money-making machine. They should ponder if there might be other goals aligned with healthy growth they can pursue.
Strategists should also explain to company leaders that their Purpose doesn't have to sound like a Sustainable Development Goal of the United Nations. It's enough if they optimize their company and products not just for spreadsheets but also for the real, everyday lives of their employees and customers.
So, what's the purpose of strategy? Here's a suggestion: "Strategy brings clarity – and clarity begins with truth."