This is a UK not for profit organisation that works with businesses to focus on why they are in business and asks: What is their purpose? As this paper sets out, purpose should be an enduring reason for the business to exist beyond just making a profit: a purpose that benefits society and respects people, with profit as one outcome rather than the purpose of the business. A good purpose is not about crafting a catchy statement. Purpose is why the business exists; it should set out clearly how society benefits from the company’s existence, in a way that is inspiring, authentic and above all practical.