Companies continue to look at new and different ways to attract new talent, engage their employees and become relevant to changing customers’ needs and expectations. A conventional approach often taken to differentiate from competitors is to add more incentives, perks and benefits, to motivate and inspire their people – but today this doesn’t seem enough. This is where we have seen focusing an organisation on their purpose, which is more than a mission or vision statement, is something that truly engages employees, inspires confidence and transforms an organisations performance.