Be Passionately
Curious

CREATE YOUR OWN DESTINY BY DEFINING IT.

Your purpose can be found in what you want to become. Thinking into the future, what would you want people to say about you? How would you want them to say you helped others and had an impact on the world? How would you want to be remembered?

As a team, identify the words and phrases that sum up your desired future perception for your business. These ideas can help you define your purpose.

What to do:

❶ Ask each member or small group to think of the words they want the brand’s purpose to be associated with. Members should list these words along one edge of their piece of paper.
❷ Ask everyone to circle the single most important word from their list.
❸ Next, everyone should underline the 2–3 words that are honourable mentions in terms of importance.
❹ Cross out any remaining words that are not critical to the brand’s desired reputation.
❺ Now, ask everyone to make a word cloud. Write the first word you circled in the middle of the page. The underlined words should be dispersed around that core word in their own, slightly smaller circles.
❻ Any remaining words that you did not cross out can be written, smaller still, toward the outer edges of the page.
❼ Discuss and record why people chose the core words they did, and what thoughts led to removing any words from their list.
❽ Informed by the word clouds, and your discussion, try to write just 1-2 lines that sum up your purpose statement.