The word "purpose" gets attached to so much of what we do, these days. Our EB should provide purpose for employees (which is crazy, as purpose comes from inside people) and that the key to successful companies is a shared sense of purpose (which is always framed in "we save the world" language rather than "we retire early" language). But as EB gets closer to corporate brand, and as corporate brand understands how to leverage the people to support the brand, the conversation around brand purpose gets louder, but mushier. Which is why I thought this article on brand purpose was a good read: it talked about how to think beyond "use some sense of purpose to get more out of your employees" blah blah, and instead use a real sense of purpose to breakthrough roadblocks and see new possibilities. (includes some nice examples)