To answer the question ‘what is purpose-led communication?’, we first need to explore the question of ‘why?’.

Simon Sinek tells us that great leaders inspire action by starting with why.


Because people don’t buy, or buy into what you do; they buy into why you do it.

Start by asking ‘why?’

As a leader, your first port of call should always be to discover why your team or organisation exists.

As Sinek explains, your ‘why’ is much bigger than making money – that’s simply a result.

Your ‘why’ is a cause or belief that guides your decisions, strategies and investments. It’s your purpose.

It’s why you get out of bed every day.

It’s why you keep going even when the odds seem stacked against you.

Your purpose provides you with an intrinsic, visceral motivation that means “no” is simply not an option. And so you keep striving. You keep pursuing. You keep fighting for the cause – for your purpose.

Communicate your why, widely and often

But you know you can’t do it alone. You need to inspire an ecosystem of supporters to join you in your pursuit.

That’s why you need purpose-led communication.

Purpose-led communication aims to inform, inspire, connect and unite everyone in your team and ecosystem behind a common purpose.

Purpose-led communication isn’t simply sticking your purpose up on the wall in big letters and thinking job done.

And it’s not just sending an email or announcing it during the next all-hands meeting and expecting people to buy into it.

Connect everything to your why

You need to demonstrate why people should care – communicate the purpose in a way that will mean as much to them as it does to you.

What’s more, ALL your communication needs to be purpose-led.

Think of it as a common thread, connecting all communication back to the purpose. Whether it’s a big transformation, a new product or service, a training program, or simply giving someone kudos for a job well done. By connecting it back to the purpose, it gives it more context.

Lastly, and perhaps most importantly, purpose-led communication is not simply talking or writing about your purpose. It’s about living your purpose. Bring it to life through your decisions, actions and behaviours so your team feels motivated and inspired to join you on the journey.