Case Studies

Purpose Discovery Case Studies

Learn how the great companies and teams discovered their purpose.

Turns out, like individuals, most great companies didn’t really discover their purpose until further down the road. In this 8-part email series, join me in looking at how great companies discovered their purpose. I’ll also take a look at methods used by accomplished business thinkers to help teams find their purpose.

Companies featured in the case studies include:

  • Google
  • Ford
  • Chick-fil-A
  • REI

A Collection of Purpose Statements

Below you'll find Purpose Statements from companies around the world. 


Charles Schawb

Strive to champion every client's goals with passion and integrity.


Chick-fil-a

To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-A.


Coca Cola

To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.


CVS

Helping people on their path to better health.


Deloitte

Making a positive, enduring impact that matters


DHL

Connecting people, improving lives The quintessence of what we do is connect people. And by connecting people, DHL plays an important role in improving lives. You see, there is a deep connection between trade and prosperity. Global trade is the engine that drives economic growth across all continents – and logistics is at the heart of it all. Global trade makes the world a better place, and as a logistics company, we can bring real value to society.

We understand the power of trade. A shipment placed in our trust may include life-saving medicines, or it may hold a priceless prototype and therefore a company’s entire existence. Or perhaps it’s a one-of-a-kind birthday gift for that loved one far away. We deliver much more than parcels and packages and ensure containers arrive on time: we deliver prosperity, we transport health, we power growth, we deliver joy. Every day we connect people, improving their lives.


EY

We want to build a better working world through our own actions and by engaging with like-minded organizations and individuals. This is our purpose — and why we exist as an organization.


General Mills

We serve the world by making food people love.


Harley Davidson

Fulfilling dreams of personal freedom is more than a phrase. It's our purpose and our passion.


HSBC

Throughout our history we have been where the growth is, connecting customers to opportunities.

We enable businesses to thrive and economies to prosper, helping people fulfill their hopes and dreams and realize their ambitions.

This is our role and purpose.


Hyatt

We care for people so they can be their best.

We continuously listen, learn and evolve to both meet and anticipate the needs of our guests.

We believe that being your best is about being your true self - engaged, fulfilled and ready to take on the world.


KPMG

Inspire confidence. Empower change.


LEGO

Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility.


Newell Rubbermaid

Newell Rubbermaid helps people flourish every day, where they live, learn, work and play.


P&G

We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.


Panera Bread

We are Panera Bread. And we believe that good food, food you can feel good about, can bring out the best in all of us. Food served in a warm, welcoming environment, by people who care. To us, that’s good eating and that’s why we’re here.


Saatchi & Saatchi

To be revered as the hot house for world changing creative ideas that transform our clients' businesses, brands, and reputations.


Santander

To help people and businesses prosper


Southwest Airlines

To connect People to what's important in their lives through friendly, reliable, and low-cost air travel.


Starbucks

To inspire and nurture the human spirit.


Target

We fulfill the needs and fuel the potential of our guests.

That means making Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional experiences - consistently fulfilling our Expect More. Pay Less. brand promise.


TATA

At the Tata group we are committed to improving the quality of life of the communities we serve. We do this by striving for leadership and global competitiveness in the business sectors in which we operate.


Unilever

Our Corporate Purpose states that to succeed requires the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact.


Walgreens

To champion everyone's right to be happy and healthy.


Walmart

Saving people money so they can live better.


Whirlpool

Making the Most of Moments that Matter


Whole Foods

With great courage, integrity and love – we embrace our responsibility to co-create a world where each of us, our communities and our planet can flourish. All the while, celebrating the sheer love and joy of food.


Yoobi

Yoobi was born to make colorful, vibrant tools that spark learning and creativity. Not only did we want to perk up the school supplies aisle, but we wanted to help solve a very big problem. Together we can!