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3 Steps to Adopt your Company’s Purpose

I was attending a conference where a financial services institution was doing their big reveal of their company’s purpose. The organization’s head office team alongside a few external consultants had spent 18 months crafting, curating, and testing out their purpose statement.  All their hard work had paid off as they stood on stage announcing the most important eight words they were declaring the company was going to stand behind.

The presentation was inspiring, video reel emotional, and the presenters received a positive applause from the audience. Then they opened the floor to questions. One leader raised his hand and asked a critical question: “How will we get our teams to adopt this purpose?” To which the presenter responded, “Our CEO is adopting it and for that reason you and your team will too.” What? Just because the CEO has, and you had a rah-rah presentation, and it gets posted on the company website and in marketing materials, doesn’t mean you or your team will ‘buy in’ to the corporate purpose.

A McKinsey & Company study (Help your employees find purpose – or watch them leave) published in 2021, revealed that “employees at all levels in the organization say they want purpose in their lives.”  In addition, the study disclosed that 70% of employees surveyed said their purpose is largely derived through their work. When these same employees were asked if they received purpose from their work, sadly only 15% of frontline managers and frontline employees agreed.

There is work to be done. The good news is that organizations are investing time, energy, and money in getting clear on defining their purpose. However, getting their teams to embody and live out this purpose is the current challenge they are facing.

What can you do? How can you adopt and incorporate your company’s purpose and why should you?

There’s a good chance you chose to work at your company because of the vision, values, and purpose they aim to represent. You get to use the work you do for your company as a vehicle to live out your purpose, as an extension of your own values, and as an environment in which you express and experience it.

Here are three steps you can take to acclimate your company’s purpose to your own:


  1. Internalize: Reflect on your company’s purpose and connect it to your personal purpose. How does it relate? How does it allow you to practice living out your purpose? For example, let’s say your company’s purpose is “to promote health and prosperity to all clients.” Then, let’s say you’ve seen firsthand the challenges entrepreneurs face in managing cash flow, growing in a new segment, and weathering a market downturn in a recession. This is something near and dear to your heart that you want to help others manage better or avoid the harsh consequences certain decisions may lead to. Therefore, your role as their Relationship Manager is to help them maintain healthy cash reserves for unforeseen events so that they can build a prosperous and successful future.


  1. Personalize: Next you need to personalize your company’s purpose by connecting it to your Brilliant Difference. How do you specifically help your clients? What do you do best and differently? What result do you deliver? Continuing with our Relationship Manager example above, let’s say his Brilliant Difference Signature is Pragmatic Problem Solving. Using Pragmatic Problem Solving he helps his clients ‘promote health and prosperity’ by providing practical, step by step financial plans. His clients invite him to their annual strategy meetings so that he has an insider view of their business. His clients are visionary, creative entrepreneurs, and they appreciate his ability to get into the weeds to determine how what they are dreaming up can be made possible.


  1. Actualize: Finally, having a purpose and living it are two very different things. You bring your purpose to life through your daily actions and interactions. What will you do to demonstrate your purpose? How will you show up? What will you do? In our Relationship Manager example, he completes a financial well-being health check annually with all his clients. All these annual financial health check meetings are booked three months in advance, giving his team and his client ample time to prepare and to contemplate key learnings from the past year. He is bringing Pragmatic Problem Solving to life while supporting his company’s purpose “to promote health and prosperity to all clients.”


Now it’s over to you:

Are you excited to put this into practice? Are you curious as to how you can use purpose to improve results, build stronger relationships, and create more meaning in your work?

I’d love to hear from you. Email ( me your questions and comments.

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Module 07Design a Marketing Strategy that Feels Good

The goal of this module is to make your Brilliant Difference and Most Important Thing Offer – VISIBLE.

There’s a saying, build it and they will come. We wish that it worked this way, rather fear does; because then we wouldn’t have to put our selves out there, up for judgement and rejection. Sharing your work, your services and expertise can be scary. But when we come from a place of love, as author Susan Jeffers says we “feel the fear and do it anyway.”

That is how we sell from love. We acknowledge fears presence and at the same time we take action that is aligned to our deepest desire and highest potential and possibility.

In this module we talk about the journey of making you and your offer visible to your clients and the milestones along the way, that will ultimately get you both to a place of saying YES, to working with each other.

Visibility is an option you decide on. My hope after this module is that you make a decision to be visible, in a way that feels good to you and is on the edge of your comfort zone. We need more of you, your Brilliant Difference and your work out in the world. Let’s help your ideal clients find you by showing them where you are.

In this Module you will:

Module 06Craft a Compelling Offer

The goal of this module is to clarify and confirm your most important thing – your offer.  In essence, it is what are you selling that you will use to serve your clients with and help facilitate the transformations they are seeking.

There are two important parts of the offer conversation we need to highlight here –

  • What are you offering to your clients – what are they getting?
  • What your clients are offering to you – what you are receiving for extending that offer?

Fear as a tendency to get in the way when we get to this part of the selling process.  But, not anymore, because you’re seeing that your offer is not about you, it’s about your clients and what they will get as a result of working with you.

In this Module you will:

Module 05Define Your Clients’ Transaction to Transformation Story

The goal of this module is to help you identify what is really happening when you sell. There’s the thing you are selling, and then there’s the thing your client is buying. What are the differences? And how do you not let selling from fear interfere and water down your transformation to a transaction.

At every stage of selling, fear has an opportunity to enter, this is even more prevalent when we are engaging and enrolling a client into our offers. This module is all about getting you aligned to what you are really selling – a transformation and giving you the tools to communicate that to your clients. This way you and your client are on the same page with what you are selling and what they are buying.

In this Module you will:

Module 04Discover Your Essential Client Conversation Skills

The goal of this module is to help you learn and understand how to create an environment that facilitates trust, connection, and confidence with your clients.  You play a critical role in making this happen for yourself and your clients, so fear does not get in the way of your intentions and impact.  In this module you’ll learn how to create a safe space for your clients that help them choose you as their trusted adviser.  You’ll also walk away with the most important conversation skills you need to that will help you do that.

In this Module you will:

Module 03Use Love as a Sales Strategy

The goal of this module is to help you move from your comfort zone and into your courage zone with love. Selling is filled with opportunities for fear to poke its head up inevitably holding you back from sharing your work and making the impact you know you are here to make. This is why we need to acknowledge that fear will be there, especially in times when you’re doing something you’ve never done before or reaching for goals you’ve never set out to accomplish before. This module is all about equipping you with the right tools to move forward with confidence, elegance, and ease.

In this Module you will:

Module 02Claim Your Brilliant Difference

The goal of this module is to help you discover and name your Brilliant Difference. This uniqueness you bring is here to add value and make change in the world. It’s here to make the word a better place. Focusing on who you are and finding the words to articulate your Brilliant Difference is fundamental to loving yourself, the first pillar to sell from love.
In this Module you will:

Module 01Unlock the Power of Love

The goal of this module is to increase awareness of when you are selling from love vs. fear and how embracing a new definition of selling will help you move closer to love.  Plus, you’ll learn all about how to manage the fears you face every time you market yourself and your business, make offers to sell your products and services, start on a new project or business idea.

In this Module you will: