The definition of 'purpose' that has always resonated with me is " the reason for which anything is done, created, or exists." (Free Dictionary). In 2018, I had the opportunity to sit on a panel at the Holmes Report's (now PRovoke) In2Summit Africa. The topic of discussion was “Finding Post-Truth Purpose: Why Addressing Societal Needs Is More Important Than Ever" and we explored the concept of Purpose-Driven Communications. My view then - and now - is that every organisation needs to have a purpose, to begin with. If you consider some of the standard objectives that businesses have,...