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PURPOSE – What is it and why does it matter

Now even more than before we need to be thinking about our purpose and what are we doing with our lives! 

There are many aspects to this purpose;

  1. me, what am I doing and what is my purpose?
  2. what is my life purpose?
  3. what is the purpose of a  business?
  4. what is the meaning of life?
  5. will everything ever be normal again?
  6. how will the new normal affect me and my loved ones?

So many questions and none of us know the answers but now is as a good time to be thinking about them positively and proactively as any, maybe fortuitously so.

Who are the stakeholders, now there is a thought what do we means by stakeholders?

There are many of them and we are the biggest stakeholder of all closely followed by our parents, extended family, friends, network, business, and the local community, as has been clearly shown for most of 2020 to date. Here in UAE, there has been some amazing demonstration of the community from both Nationals and ex-pats in relationship to their purpose and sense of belonging to the UAE community.

Communicating purpose to stakeholders

Corporate Social Responsibility or CSR is something many companies pay lip service to but how often do they deliver on their promises? Going forward it is going to be important as we have looked at ourselves and the business models and they have come up short! We have all written business plans with Vision, Mission, and Values but often miss out on the purpose, what we actually do is?  What is our end goal? To write policies and then the procedures, we need to understand our purpose. Our business purpose should guide all our decisions – across people, community, stakeholders, customers and the planet – and encourage companies to implement robust policies that make a genuine impact in areas that matter most. 

A purpose that will be: 




PURPOSE is even more relevant and important in our current times to be active, engaged change-makers in identifying the purpose of the business, and how to stay in touch with it, not just being ’woke’ from the comfort of the office but active in your  ‘wokeness’. ‘’The quality or state of being ‘woke’.

‘’Wokeness, encompasses the need to search for more knowledge, understanding, and truth to challenge and affect growth and measurable change’’ and ‘’ Wokeness has to be about more than just saying the right thing.’’

What is your purpose and do you need to recalibrate it?

If yes contact us and we will guide you on how to tackle your purpose going forwards.

Job and purpose

‘’By acting on their purpose, companies can create more value for their shareholders and society over the long term than by pursuing purely financial goals or a narrowly defined self-interest.’’

Why? It’s a question all of us should ask ourselves. Why do we do what we do? In particular, why do we do the work that, for many of us, occupies most of our waking hours for our entire adult lives?

Ralph Waldo Emerson left us a quote worthy of one of those inspirational wall posters: “The purpose of life is not to be happy. It is to be useful, to be honorable, to be compassionate, to have it make some difference that you have lived and lived well.” That thought may feel warm and fuzzy, but the question remains: Why do we do the work we do?

And to answer that we revert to what is our purpose? Why, are we here and what can we contribute?

The journey of education which then leads to job or career path and exploration is one that consumes much of our waking lives, so make the right choice for you for your success and happiness.

If you want to know more contact our team.