We’ve been misled about what it means for a company to discover its purpose.
I recently stumbled upon a fascinating discussion about the 3 myths surrounding corporate purpose.
Myth: Purpose is something you stumble upon.
Myth: Purpose is a one-size-fits-all concept.
Myth: Purpose remains unwavering through the ages.
A smarter perspective:
Purpose is something we craft.
Purpose can take on various forms.
Purpose can evolve (just like our favorite TV series plot twists)!
Embrace the adventure of crafting and adapting your company’s purpose. Who says business can’t have a bit of excitement?
Post by Benj Miller
Benj Miller is a founder who hates titles, a strategist who can’t sit still, and a coach who feels more like a friend. As Syrup’s Creative Director (and its founder), he turns big ideas into brands people actually remember. He’s part strategist, part artist, and fully allergic to anything that feels generic. Whether he’s shaping a brand’s core idea, building a visual identity, or pushing a website concept one level deeper, he always finds the angle that makes people stop and pay attention.
He spent two decades building Syrup into the company it is today, while also starting, leading, or advising more than ten other companies along the way. That mix of experience shows up in the clarity, honesty, and sharp instincts he brings to every project. When he’s not leading the creative charge, he’s doodling another wild idea or convincing the team that yes, it can be better.
