the idea of connecting organizational purpose to performance and profit is gaining traction. Like many of the ideas before it, there is considerable research that demonstrates the importance of a clear, compelling organizational purpose. The question for leaders is: how do you break the repetitive cycle of non-results? The answer requires a deeper understanding of why purpose is essential, but insufficient, to drive organizational and individual success; and, how to identify the actions that can move an idea like being ‘purpose-led’ from the next management fad to daily reality.