Starting a new venture  - Purpose is your magnet to attract investors, customers and team members. It’s often the reason people join you - and the reason why they stay, even when things aren’t going so well.

Making decisions - Purpose forms the roots from which your company grows. It creates guardrails for your biggest and your smallest decisions.

Sensing confusion or tension within your team  - If your purpose isn’t precise, aspirational, credible and perceived as important, your team will find it tough to align their behaviours with the company values.

For more information about the impact of purpose on your team’s success, check out my free ebook, Scaling Teams.

Kicking off a planning cycle  - It might be your 5-year strategy, an annual plan or even a quarterly update.

Onboarding a new team member - Give your newest recruit a head start by initiating a conversation with the entire team about what you’re all about and how they fit in.

Facing resistance from internal stakeholders.