Purpose + Profit Isn’t a Myth: Here’s How to Build a Business That Does Both
“Purpose-driven companies outperform the market by 42%.” — Harvard Business Review
That stat stopped me in my tracks. My first reaction? Cool, but do they actually make money… or are we just romanticising good intentions?
Spoiler: they do. Purpose-led businesses aren’t just more fulfilling — they’re more profitable. Why? Because when your mission is clear, everything sharpens — your messaging, your strategy, your team culture. You attract loyal customers and keep talent around longer. You’re not sacrificing profit — you’re anchoring it to something meaningful.
Here’s how to build a business that’s profitable, fulfilling, and built to last.
1. Get Clear on What Actually Drives You
I used to think success meant more clients, bigger invoices, faster growth. Until I looked at my calendar one day and hated everything on it.
Real talk: if your work doesn’t align with your values, it’ll eventually burn you out.
Start here:
- Write down 3–5 core values (your non-negotiables).
- Ask: What would I fight for, even if no one paid me?
- Use that to define your business “why.”
Example: Who Gives A Crap doesn’t just sell toilet paper. Their purpose — improving global sanitation — is baked into everything they do. And it’s why customers love them.
2. Define the Impact — Be Specific, Not Vague
“I want to help people” sounds nice. It’s also forgettable.
Get laser-specific: Who do you help, and how does their life change?
Example: “I help first-time female founders turn their side hustle into a sustainable business within six months.” Now that’s sticky.
Write a mission statement that sounds human, not like it came from a boardroom.
3. Validate Your Purpose in the Market
Loving your idea doesn’t mean it’ll sell. I learned that the hard way with a workshop no one signed up for (except my cousin).
Here’s the fix:
- Research: See what your people are already searching for.
- Talk to your audience: Ask about their struggles.
- Test your offer: Start small (beta versions, MVPS, free resources).
Your mission isn’t just about what lights you up — it’s about finding the overlap between what matters to you and what people will pay for.
4. Align Your Team + Business Model
You can’t build a purpose-led business in a vacuum.
Whether it’s freelancers or full-time hires, your people need to understand the “why” as much as the “what.”
Ask in interviews: “What values matter most to you?”
Set systems that reflect your mission.
Check your pricing and revenue streams — do they support your purpose or dilute it?
Patagonia nails this. So does Apple. Their missions aren’t slogans — they show up in every part of their business.
5. Say It Like You Mean It
Assuming people “just know” what you stand for? Rookie mistake.
Put your mission front and centre:
- In your emails, captions, packaging, and product pages.
- In your brand voice — with stories, not slogans.
- In how you own your mistakes and share your wins.
Example: The company, Who Gives A Crap literally shows where their donations go. It’s cheeky and real. That’s what builds trust.
Bottom Line: You Don’t Have to Choose Between Meaning and Money
This isn’t about being perfect. It’s about being real, clear, and committed.
When your values, voice, offers, and systems are aligned, you won’t just build a business. You’ll build a movement.
Start with this:
Write down your top 3 values. That’s the beginning of everything.
Want help getting them into words? DM me — I’m in your corner.