In Conscious Capitalism (affiliate), by John Mackey and Raj Sisodia propose four universal types of purpose, The Good, The True, The Beautiful, The Heroic. I really like this framework and am using this post to try it out on some of the purposes we’ve heard from Purpose Podcast guests over the last 32 episodes. I welcome your comments below about my specific categorization choices, or the framework as a whole.
The Good is defined by service to others.
- Online Tech: Exceptional People Delivering Exceptional Experiences
- Power of One Consulting: Transforming Communities By Transforming Organizations
- Codiligent: Entrepreneurs as Joseph Campbell’s Heroes
- Anvil Media: To Delight and Elevate
- Second to None: Empowering Companies to Deliver Consistent, Intentional and Authentic Customer Experiences
- Futureworks: Creating Healthy Workplaces
- Choose Growth amplifies magnitude of mission for thought leaders
- Fishpeople Seafood Nourish, Respect & Sustain
- Dr. Mollie Marti: God help me encourage love, aliveness and service in others.
- Top Level Domains: A Domain Name For Everyone, That Matches Their Passion
- Idealist Consulting: Betterment of Others & Betterment of Ourselves
- Jackie Peterson: Every Small Business Financially Successful
- The Hello Foundation: To Build Bridges
- TriLibrium: Helping Our Customers Succeed Across the Triple Bottom Line
The True is about the search for knowledge and truth.
The Beautiful is about pursuing beauty, excellence and perfection.
- StoreIt: Making Room For More Living
- Positioning Systems: To Discover, Inspire and Ignite Purpose and Passion
- Nurture Life Coaching: Being Savannah
- Pagatim: Brave Authentic Stories though CEO Laura Mansfield’s deeper purpose of shifting the world’s consciousness would fit under the heroic.
- MommyCEO: To Be The Best Person That I Can Be
The Heroic changing the world, solving unsolvable problems, achieving the impossible.
- Bicycle Transportation Alliance: To Change The Environment To Get More People Biking
- Living Room Realty: Developing Vibrant Communities
- B-Line Sustainable Urban Delivery: To Make Our Communities More Livable
- Jean Russell: Thrivability
- John Fish: Alumni Networks Making an Impact in Communities
- DHM Research: Making An Impact
- Kenesis: Transformation
I’m not at all convinced these are the correct categorizations, just my first pass draft. What are your thoughts?