Establishing Purpose

The Power of Purpose in Building Great Groups

Great groups don’t just communicate well or support each other emotionally—they share something far deeper: a clear sense of purpose. This purpose isn't just something they talk about once and move on. It acts as a navigational beacon, guiding every decision, action, and interaction. Daniel Coyle, in The Culture Code, reveals that successful groups don’t assume that just because everyone knows the goal, they will stay aligned. They continuously reinforce and live their purpose, making sure it’s always top of mind.

Purpose is more than a fancy mission statement or a list of corporate values on the wall. It has to be felt, lived, and demonstrated in every interaction. High-performing teams and organizations—from Pixar Studios to the Navy SEALs to the San Antonio Spurs—don’t just hope their members will stay aligned because they have a common goal. Instead, they obsessively repeat and embody their purpose, making it impossible to ignore.

A great example of this comes from Danny Meyer’s Union Square Hospitality Group, which runs some of the most beloved restaurants in New York City. Meyer’s philosophy is simple: hospitality isn’t just about serving food—it’s about making people feel seen, valued, and cared for. He reinforces this purpose by constantly telling stories that highlight his company’s core values.

Take this story: A server noticed an elderly woman struggling to cut her steak. Instead of asking her if she needed help, the server quietly took the plate to the kitchen, cut the steak into bite-sized pieces, and returned it to her. That small gesture wasn’t just good service—it was a story that embodied what it means to serve with true hospitality. And this became a story every employee would hear and internalize.

Coyle emphasizes that to keep purpose alive, groups must “name and claim” it—by using specific language, rituals, and symbols to keep it present. For example, Pixar doesn’t just say they make animated movies. They say they are in the business of “telling emotionally compelling stories”. This purpose influences every decision they make, from character design to script edits.

The Navy SEALs don’t just train warriors; they train elite operators who never leave a teammate behind. This principle is drilled into every SEAL from day one. The mantra “We all go home, or nobody goes home” is not just a saying—it’s a deeply embedded value that influences every mission they undertake.

Zappos, the online shoe retailer, also uses its purpose to define everything they do. Their mission is simple: “Delivering happiness.” And they live this in extraordinary ways. One call center agent once spent over 10 hours on a single customer call, not because the customer was upset, but because they were lonely and needed someone to talk to. This wasn’t just customer service—it was a commitment to the company’s core purpose. Stories like these become cultural touchstones, showing how values can come to life through action.

Successful groups also use symbols and artifacts to reinforce their purpose. For instance, when new players join the Oklahoma City Thunder, an NBA team, they are taken on a tour of the Oklahoma City National Memorial, which honors the victims of the 1995 bombing. This experience isn’t about basketball—it’s about connecting players to the city and its people, reminding them that playing for the Thunder means representing a resilient community.

In the same vein, IDEO, the world’s leading design firm, teaches their employees to embrace “Everything is a prototype”—a phrase that encourages experimentation and learning from failure. This core belief isn’t just a phrase—it’s integrated into everything, from office layouts to the way employees interact.

Coyle identifies three key strategies for establishing and reinforcing purpose:

Create a Clear “North Star” – High-performing groups align around a simple, compelling purpose that is clear, actionable, and emotionally resonant.
Use Storytelling and Rituals – Great teams don’t just talk about their values—they live them through daily actions, stories, and shared experiences.
Continuously Reinforce Purpose in Small Ways – Successful groups don’t just define their purpose once—they reaffirm and demonstrate it in every interaction.

One powerful example of this is NASA’s Mission Control. Every mission controller wears a pin with the words “Tough and Competent”—a motto that originated after the tragic Apollo 1 disaster, where three astronauts died in a fire on the launchpad. These two words have become a guiding principle for NASA, reminding everyone that their work is about precision and safety, especially during difficult times.

Purpose doesn’t just matter in good times—it’s crucial during challenges. After the San Antonio Spurs suffered a devastating loss in the 2013 NBA Finals, Coach Gregg Popovich insisted the entire team go to dinner together. He didn’t give a motivational speech or break down strategies; he just wanted to make sure the team stayed connected and reaffirmed their commitment to one another. The next year, the Spurs went on to win the 2014 NBA Championship, playing some of the best basketball in NBA history.

This story demonstrates an important truth: Purpose is not just what you say—it’s what you do, especially when facing adversity.