The Four Levels of Purpose: A Strategic Imperative for Today’s CEOs

November 11, 2025•1 min read

Published: 11 Nov 2025 | CEOWorld Magazine

I recently wrote an article for CEOWorld Magazine exploring a topic I’m deeply passionate about — how purpose becomes a real strategic driver when it’s embedded at every level of an organisation, not just written on a wall.

In this piece, I unpack the Four Levels of Purpose from my work and from my book Thriving Teams:

Organisational Purpose – the North Star that guides decisions and culture
Team Purpose – why a team exists, what it stands for, and the legacy it wants to leave
Meaningful Work – how individual roles connect to impact, not just tasks
Individual Values – the personal drivers that fuel motivation, resilience, and discretionary effort

I also explore why purpose matters more than ever for CEOs navigating complexity, change, and shifting workforce expectations — and the practical steps leaders can take to align purpose across their organisation.

It’s a piece for leaders who want clarity, alignmen,t and deeper engagement across their teams.

Read the article →

Claire Gray

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