Business and Organizational Purpose

Long before corporate purpose became a buzzword, BCG BrightHouse, a global creative consultancy, pioneered business purpose consulting. We unleash the power of organizational purpose to transform productivity and profitability for clients.

Defining your business purpose is not a creative-writing exercise. And senior leaders cannot craft your organizational purpose at a meeting or purchase it from an agency.

At BCG BrightHouse, we work with companies like yours to excavate true business purpose. And then we help to fully activate and embed that purpose throughout your organization.

What is the Purpose of Business?

Your organizational purpose rests at the intersection of who you are and what need you fulfill in the world. It’s the underlying reason your organization exists.

We think of it this way: While mission and vision may change over time, your company’s purpose will not. Your organizational purpose is timeless. Purpose is a company’s reason for being, beyond what it does, makes, or sells.

Mission: What do we do?
Vision: Where are we going?
Purpose: Why do we exist?


BCG BrightHouse‘s Approach to Business Purpose

The field of business purpose consulting has become more crowded in the years since we invented it. But BCG BrightHouse, a purpose agency, is singular in both its perspective and approach.



Truly Unique Perspective

Many of our clients seek to define their business purpose to gain organizational clarity, alignment, and meaning at a critical moment in their development. Some are navigating large-scale business transformation. Others are facing, or are in the midst of, changes in leadership. Still others are at an inflection point in their organization’s trajectory, seeking to turn around or accelerate their business.

To help you find your organizational purpose, we look beyond what you make or sell. We unearth human insights that get to the core of what you bring to the world. And we open the aperture so that you view your business and opportunities through a much wider lens.

Purpose must then be activated and embedded across the organization—in people and culture, strategy and operations, and branding and communications. Only after implementing purpose throughout your entire organization will your company realize the full impact on its performance.

Client Success with Business Purpose

Consider the profound impact of corporate purpose:

Explore Our Insights on Business and Organizational Purpose

The Power of Purpose in Business

What is a company's purpose? How is purpose different from mission or vision? Ashley M. Grice, CEO of BCG Brighthouse, explores how the power of purpose pushes boundaries of innovation and brings clarity to every aspect of an organization.

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Business and Organizational Purpose