More and more people today are asking the very good question: why does your company exist? Sadly, the answers that follow are typically better matched to the questions: what do you make? Who are your customers? And how do you reach them? The idea that meaningful purpose helps organisations stand out, connect and prosper isn’t new. What’s more, it can be a powerful force that helps attract the right talent and fulfil a company’s corporate, societal and stakeholder aims. There are many examples of companies around the world talking about purpose in a good way. John Lewis is one. Despite being set out by its founder John Spedan Lewis 80 years ago, the John Lewis founding principles define how the business runs today. The ultimate purpose of the partnership is the “happiness of all its members”, which bolsters its customer strategy to “deal with customers honestly”, securing their loyalty and trust.