Mission statements and employee handbooks serve their roles, but the real driving force behind any successful organization is its underlying purpose. That’s the key message in Nick Craig’s book, Leading from Purpose: Clarity and the Confidence to Act When It Matters Most. Craig, founder and president of the Core Leadership Institute, has spent a decade working with 10,000 senior executives. His discovery? For 95% of them, purpose wasn’t about leaving their jobs for philanthropic work—it was about recognizing that purpose is present in every moment, and we have the choice to act from it or not.
Purpose as a Constant in a Changing World
In a conversation with Knowledge@Wharton, Craig emphasized that in an era of uncertainty, purpose serves as solid ground. The stability we once relied on is shifting, but purpose remains unchanged.
Each leader has a unique purpose—an individual signature that defines how they operate, even in similar situations to their peers. Understanding this purpose provides clarity, confidence, and resilience.
The Role of Purpose in a Digital and Automated Era
With businesses increasingly reliant on digital technology and automation, purpose has become even more crucial. Craig has worked with organizations like Ben & Jerry’s, West Point, and digital banks where employees at all levels are encouraged to discover and lead from purpose.
Regardless of industry, having an unchanging foundation helps individuals and teams navigate fast-evolving landscapes. As technology reshapes the workforce, a sense of purpose offers stability and direction.
Purpose in the Military: A Matter of Service and Love
Craig’s work with military leaders at West Point revealed how deeply purpose resonates in high-stakes environments. The ethos of service already runs strong in the military, but identifying a clear personal purpose enhances motivation and commitment.
One of the most surprising revelations from Craig’s discussions with military leaders was how frequently the word “love” appeared in their purpose statements. The willingness to risk one’s life for a greater cause is not just about duty—it is often rooted in a deep love for comrades, country, and service itself.
The Bottom Line: Purpose is the Anchor
Amid constant change and uncertainty, purpose is the one element that remains steady. Whether in business, the military, or personal life, understanding and embracing purpose provides clarity, motivation, and resilience. More than a mission statement or corporate policy, purpose is the internal compass that guides us forward—no matter the challenges ahead.