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Jimmy Lee

The importance and power of PURPOSE.

What purpose is not:

  • A fluffy motherhood statement unrelated to daily decisions

  • A static or instantaneous discovery

  • The same as your mission, vision, values or strategy

Life Purpose is also more than a personal mission statement or a career goal.

So what is purpose?


We think about it as our WHY:

  • Why we do what we do – for the individual, team, organisation, community, country or beyond

  • It can be day-to-day or longer term: ranging from the purpose of a company, career or the purpose of a time of our lives

  • It should provide clarity. Purpose can guide life decisions, influence behaviour, shape goals, offer a sense of direction, and create meaning.

Read more about Purpose here:




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