A word like “Purpose” can be perceived as very squishy. It does not fit comfortably into the language I call Business Speak (spoken fluently in most workplaces), and when it does appear, it is watered-down in a bland and generic mission statement. It might seem squishy, but it’s not. Purpose is the renewable energy source that keeps you pushing on when things get tough. It is the magnet that pulls the right people to your business. It is the reason people buy what you’re selling (or not).