Purpose. The beating heart of the world's greatest B2B brands.

Increase internal alignment and motivation, strengthen customer loyalty, increase sales and accelerate growth.

Why does your organisation exist? What difference is it seeking to make? Why does it deserve to exist? Is there a purpose?

The quick answer is often to make money. But that’s not a purpose. Yes, shareholders need a return, but that doesn’t inspire or guide your team, or your customers. Purpose is about difference: the difference you make and the value you bring to the world.

Your why is always more powerful than your what or how.

Purpose isn't a marketing story, it's the value you create

Consumer brands are quick to lean into purpose, even when there’s little substance behind it. Let’s be honest: launching another chocolate bar, sports drink, or clothing label rarely changes lives. Many trade on narrative alone— lots of marketing spin, but little intrinsic value.

At the other end of the spectrum are the companies bringing real value to their customers and to the world, the engineering-led companies that produce the innovative materials, components, machines, and technologies that make the world work.

Companies often begin with a genuine purpose and passion to pursue it. But over time, it can fade or get lost, and innovation, motivation, focus and recruitment lose some of their edge. The market-facing story loses its impact when it's reduced to rational product, specification, and pricing information. 

Engineering-led businesses are naturally purposeful

Take LAPP, the electrical insulator company. They could open their story by listing products and production capacity. Or they could start with: 'Our purpose is to help strengthen the resilience and capacity of the electrical grid. We do that by designing and manufacturing the world’s most durable, highest-performance electrical insulators.'

That’s purpose. Clear, grounded, and powerful.

Roadmaster, maker of the world’s most advanced velocity patcher, once focused solely on selling machines. But there’s no market unless customers buy into a complete transformation of how they maintain roads. Today, Roadmaster’s purpose is to champion a revolution that fundamentally improves road maintenance.

Purpose isn’t a slogan, tagline or campaign. It's not drummed up by marketing, and it doesn't shift with the winds of change. Purpose is intrinsic, simple, real and specific. It’s the ultimate truth of why a company does what it does.

When it’s clear, it's powerful. Uniting people, guiding decisions, and differentiating in markets where technical specifications and price alone aren't enough.

EI Electronics, manufacturer of smoke alarms and environmental sensors, have a very clear, noble purpose: 'to keep people safe and well in their homes'. They live that purpose through innovation, quality, training, and support. A singular purpose for singular focus from a team of 'lifesavers', the word they now use to capstone their employer brand and recruitment marketing.

A clear purpose accelerates everything

When companies rediscover, articulate and live their true purpose, everything changes: clarity sharpens, teams align, customers connect, and growth accelerates.

Your organisation has purpose, but it might have faded into the background. Sometimes it takes an outside, objective partner to help rediscover and re-ignite it, and to show how purpose can be the soul of your organisation. 

Looking for a catalyst to strengthen your organisation and accelerate growth? Talk to Maverick about how you can re-capture and rekindle purpose.