The cornerstone of strategic narrative is a Shared Purpose: an outcome that you and your customer are working toward together. It’s more than the value proposition of what you deliver to them, or the mission of what you do for the world. It’s the journey that you are on with them.

With a Shared Purpose, the customer relationship shifts from consumer to co-creator.

Purpose To, For, With

Most leaders think of purpose as a purpose for—what you do on behalf of your customers. But what is needed is a purpose with.

Customers are no longer just consumers; they’re co-creators. They aren’t just passive members of an audience; they are active members of a community. They want to be a part of something: to belong, to influence, to engage.

It’s not enough for customers to feel good about your purpose. They want it to be their purpose too. They don’t want to be at the other end of your for. They want to be right there with you. Purpose needs to be shared.