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?
I free up entrepreneurs for greater impact. Day to day demands of your growing business will sap your energy and blunt your effectiveness. Together we can work to reduce demands by up to 80% while moving more quickly in the direction of your purpose.
Ted Sarvata 